Immersive Community Activation
Created a welcoming marathon environment that connects people through shared energy, support, and brand engagement.
ASK: Create an engaging on-site experience that drives positive brand interaction.
CHALLENGE: Standing out authentically in a crowded, fast-moving race-day environment.
INSIGHT: The marathon isn’t just about runners—it’s about the friends and family cheering them on.
SOLUTION: Delivered high-energy tents offering support, gear, and shared experiences.
IMPACT: Increased engagement and emotional connection with the brand.
Ask.
Elevate Amex beyond sponsorship into a lived brand experience.
Challenge.
Turning a temporary setup into a lasting brand impression.
On marathon day, brands compete for attention in a highly saturated space filled with signage, sponsorships, and noise. Most activations are passive, forgettable, or slow to engage—failing to match the urgency and needs of runners in motion.
Insight.
Runners do not need more noise on race day. They need real, immediate support.
Throughout the marathon, runners face shifting physical and mental challenges like dehydration, fatigue, and energy loss. In those moments, small, well-timed advantages can meaningfully improve both performance and overall experience.
Strategy.
American Express becomes a performance partner, not just a sponsor.
By delivering real, tangible support at key moments throughout the race, Amex integrates into the runner’s journey instead of interrupting it.
Each borough activation is designed to meet a specific need, aligning with the physical and mental progression of the marathon from start to finish.
Concept.
The Express Lane
American Express partners with local businesses in each of the five boroughs to create a series of pop-up stations along the marathon route, offering runners real-time support at key moments in the race.
Each stop delivers a specific performance benefit, from hydration and fuel to recovery, while spotlighting the small businesses (who accept American Express) that power New York City.
Execution.
The 5 Boroughs
Each borough features a single pop-up in partnership with a local business, designed to deliver a specific performance benefit at the right moment in the race.
Staten Island
Local Business
RAW Fountain Juice, a Staten Island juice and health shop specializing in hydration, electrolyte drinks, and cold-pressed juices.
Experience
Hydration station with electrolyte drinks, cold-pressed juices, and quick hydration shots
Pre-race stretch and mobility zone to help runners loosen up before the start
Brooklyn
Local Business
Shelsky’s Brooklyn Bagels, a Brooklyn bagel shop providing fresh, carb-rich fuel options.
Experience
• Mini bagels and quick carb snacks for runners
Queens
Local Business
Juice and Beatz, a Queens-based juice bar offering smoothies, fresh juices, and energy blends.
Experience
• Smoothies, juice shots, and electrolyte drinks
• Light mobility and stretch station
The Bronx
Local Business
Bronx Sole Running Club, a Bronx-based running community supporting local athletes and endurance culture.
Experience
• Misting fans, massage guns, cooling towels, and ice packs
• Live hype crew made up of Bronx runners cheering participants on
Manhattan
Local Business
Gray’s Papaya, a New York City staple known for its quick, iconic, and tasty hot dogs.
Experience
Classic hot dogs and signature papaya drink as a rewarding, nostalgic post-race treat
Picture everyone finishing the New York City Marathon, wearing their medal and poncho, with a hot dog and a papaya drink in their hands thanks to American Express
Runner Handouts (at every tent)
Wristband
Lightweight, easy to wear, and collectible
American Express branding
Benefit: Minimal interference while running and creates a visible, take-home memento
Headband / Sweatband
Functional during the run, helping keep sweat out of runners’ eyes
American Express branding
Benefit: Practical, wearable, and integrated into the running experience
Why This Works.
The Express Lane transforms the NYC Marathon from a race filled with brand noise into a journey defined by meaningful support.
By partnering with local businesses in each borough, American Express becomes part of the fabric of the race, showing up for runners at the exact moments they need it most.
This approach builds authentic connections with both participants and communities, turning sponsorship into something useful, memorable, and uniquely New York.