American Express × NYC Marathon
Experiential Concept
Brief:
Get NYC Marathon runners
Who are pushing through 26.2 miles across five boroughs
To feel a genuine connection with American Express
By turning the brand into real, tangible support at the exact moments they need it most
The idea:
Most marathon sponsors put their name on a banner and call it a day. We did not want that for Amex. On race day, 50,000 runners are grinding through five completely different neighborhoods, each with its own energy, its own culture, and its own physical demands on the body. The opportunity was obvious. What if Amex showed up for every single mile, not just at the finish line.
So we created The Express Lane, a series of five pop up stations, one per borough, each partnered with a real local small business that accepts American Express. Not generic hydration tents. Actual places people know. RAW Fountain Juice in Staten Island before the start. Shelsky’s Brooklyn Bagels for the carb push through mile eight. Juice and Beatz in Queens at the halfway grind. The Bronx Sole Running Club setting up misting fans and a live hype crew for the wall. And at the finish in Manhattan, Gray’s Papaya, the most New York thing imaginable, handing every finisher a hot dog and a papaya drink.
The detail that made it land. Picture someone crossing the finish line. Medal around their neck. Mylar poncho on their shoulders. Gray’s Papaya cup in their hand. That image earns Amex something no banner ever could. It made the brand feel like it actually ran the race with you.
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.
Activation.
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 Partnership
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 Partnership
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 Partnership
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 Partnership
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 Partnership
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
