Marathon Reflections: 2025, The Year The London Marathon Transcended Running to Become a Global Moment In Culture
By: The Gung Ho Team
This year marked Gung Ho’s 8th New Balance marathon campaign-a period within which the running scene has evolved to be almost unrecognisable from its status in 2017...the Covid boom spurred a meteoric rise, which has since been met by ever more exciting kit launches, a firm footing in fashion and course, run club culture, owing to the sports unique ability to bring people together.
With world record applications and brands and communities far beyond the traditional sectors buying into the marathon period, was 2025 the year the TCS London Marathon truly transcended the sport to become a true global moment in culture?
It comes as no surprise, that while the London Marathon grows in popularity, gaining one of the coveted spots of entry to race via the ballot, much like a Glastonbury ticket, is for the lucky few. But fear not, as brands and communities were cultivating all manner of ways to engage that doesn’t necessarily mean running the 26.2 miles! As the race grows more exclusive, the opportunities for brands to show up creatively and inclusively have only expanded.
Your Friendly Runner’s had the inaugural Rejects Block Race supported by Saucony which saw 10 teams of 5 going flat out in a sunset relay around a 1km local loop, vying to be the ultimate endorphin junkies. The official sponsors, New Balance had a number of events in their flagship store, and Townhouse, while British triathlete, Alex Yee, made his highly anticipated standalone marathon debut in the brand’s FuelCell SuperComp Elite v5. This year we also saw New York brand Bandit present their London pop-up with Runlimited along with an exclusive collection, while other brands such as On gave us their a pop-up café. Puma meanwhile, delivered a blend of athlete panels and community events.
A mix of the more established and indie brands all showed up, and whether it be for racers or cheerers, there has never been a wider mix of opportunities for brands to get involved with the London Marathon.
New Balance inspire run communities right up to race day
At the heart of it, Gung Ho partnered with New Balance to lead the charge — delivering full-service support across comms, creative, activation, partnerships, and talent. The campaign kicked off with the Groundwork Series, laying the foundation for a week that blended performance with cultural presence.
The takeaway? Whether you’re running the race or shaping the moment around it, the London Marathon now represents something more: a stage for brands to engage meaningfully, inclusively, and authentically.
As anticipation for the TCS London Marathon 2025 grew, New Balance tasked us with a clear objective: support runners of all abilities on their journey to the start line — and deepen brand connection along the way.
Enter the Groundwork Series: a multi-touchpoint experience designed to meet runners where they are, offering real value through training support, expert guidance, and community energy.
The series culminated in Bright Nights — a high-energy track event hosted at the London Marathon Community Track, bringing together 17 running communities for speed drills led by elite coaches and pro insights from New Balance athletes. The day was elevated with music, art and recovery zones, alongside food partners that matched the vibe and values of the brand.
The result?
An activation rooted in community, relevance, and authenticity — engaging runners not just as consumers, but as people on a mission. And that's what makes a campaign unforgettable.
Building Brand Presence from Storefront to Start Line
As the official apparel and footwear sponsor of the TCS London Marathon, the event provides one of New Balance’s most important brand moments — Gung Ho was there to help deliver a week packed with smart, community-driven activations that connected meaningfully with both runners and supporters.
Things kicked off with a targeted influencer and media seeding programme, delivering both Training and Race ranges in a premium, race-week-ready seeding format. This included curated kits for New Balance-affiliated runners from the likes of Sheerluxe and Hearst UK who laced up for the big day themselves.
From there, the Made in UK 1500 was launched at New Balance’s newly reopened Oxford Street flagship, creating a high-impact moment that attracted media and influencers to experience the product in a premium setting. We continued momentum with Together Laps — a 5K event focused on supporting women in running — partnering with FlyGirl Collective to spotlight the new RC Bra through a personalised fitting experience.
Throughout the week, the Oxford Street store became a hub of engagement packed with activity including everything from sign making workshops to cheer-pack giveaways and a Saturday leg-loosening shakeout run with over 200 attendees. We made sure the marathon buzz extended far beyond the race route.
These events delivered a cohesive, multi-layered brand experience that engaged key audiences, supported product storytelling, and turned a race week into a brand platform.
The result?
A cohesive, multi-layered brand experience that engaged key audiences, supported product storytelling, and turned a race week into a brand platform.
Gung Ho Represents takes over the decks at the Cheer Zone
As all eyes looked to the finish line, celebrations were soundtracked by Gung Ho Represents own, Stephanie Okoye, bringing the energy via an unforgettable DJ set. As the founder of Girls Love Soul – a collective dedicated to uplifting women and non-binary DJs – Stephanie brought both her musical passion and her advocacy to the event. A dynamic force in the creative scene, she’s not only a DJ, but also a model and activist, making her the perfect choice to lead the celebration and inspire the crowd.
Here’s how she summed up the moment:
"This was my first London Marathon yeah, the energy was actually unmatched."
– Stephanie Okoye
All In, Every Mile: Bringing the London Marathon to Life (and Running It Too)
At Gung Ho, “all in” isn’t just a phrase – it’s how we show up. This year’s London Marathon campaign was no exception. From creative development to on-the-ground activation, our team poured everything into making it a standout experience.
For two of our team members, Meg and George, they went even further. After helping bring the campaign to life, they laced up and ran the full 26.2 miles themselves. Now that’s what we call commitment.
When we say we’re fully integrated, we mean it. Strategy, storytelling, activation – and sometimes, finishing lines. If you're looking for a partner who shows up with purpose and delivers with energy, you’ve found us.
Huge congrats to Meg and George – you brought the the Marathon to life, and then some.
Here's what they had to say about the experience: