Each year, the London Marathon shows great examples of how brands can become part of the conversation... 

For many brands, it’s no longer just about their presence but about creating moments that are experienced, spoken about and remembered.

We've always talk about how brand activations have changed. It’s no longer just about having products on display but about how a brand activation can be used strategically to build connection with their audience.  

Here are some brand activations we spotted this year: 

Puma Nitro Lab

Puma created one of the most talked-about activations of the weekend, The Nitro Lab, positioned close to the finish line and centred around visitor participation. 

Visitors collected stamps throughout to unlock rewards such as socks and free coffee, while naturally discovering Puma’s latest running footwear collection along the way. 

There was also a performance challenge - run a sub four-minute 1k and receive a free pair of shoes. It’s a strong example of how brands can combine product and competition in a way that feels engaging rather than forced. 

New Balance's London Run House

New Balance leaned into community with their London Run House. 

The activation hosted massages, runner workshops and supporter DIY sessions, creating a space that added genuine value across race weekend. Rather than focusing purely on product, the brand focused on experience and usefulness. 

Oner Active's Recovery Van

Oner Active made an impact with its 'Oner Your Recovery Van'. 

The first 100 women to show a medal received branded toolboxes packed with products to recharge and refuel after the race. 

It’s a simple but effective idea, combining product with experience at exactly the right moment. 

Final thoughts

The most effective brand activations aren’t necessarily the most complex designs. They are the ones that understand their audience, create a reason to engage and feel true to the brand. 

Activations succeed because they focus on how people experience the space, not just how it looks. 

If you’re planning an activation or brand experience, we’d love to help design and deliver a space that works harder for your brand.