Brands like Adidas, Asics and Zappos hosted events surrounding the Los Angeles Marathon as the race establishes itself as a top platform for consumer experiences
The 2026 Los Angeles Marathon was a hot one, not just because the weather soared into the high 80s. In the days leading up to the race, runners swarmed brand activations, shake-out runs and community meet-ups from Santa Monica to Silver Lake, solidifying the marathon’s position as a major moment for consumer marketing.
As social running and marathon participation continue to grow — Strava reported that run clubs nearly quadrupled in 2025 — companies are using major races, like the LA Marathon, sponsored by Asics, to connect directly with runners. Last year, the marathon generated $122 million for Los Angeles, making it one of the top 10 most valuable marathon brands globally, according to the Brand Finance Marathons 50 report.
“I tell everyone that LA is a race like no other,” Asics America director of communications Karen Menez told Athletech News. “The energy, the community, you’ve got legacy runners who’ve run every single LA Marathon, and people from LA continue to show up year after year for this race.”
Ahead of the marathon weekend, Adidas introduced Hyperboost Edge, the brand’s first lightweight non-plated super-trainer, with a media activation in Los Angeles. The launch attracted global media, influencers and partners.
“We wanted to bring something truly transformative to runners. Hyperboost Edge is where the Power of Three comes to life — cushioning, energy and lightness combined seamlessly in one shoe,” said Adidas Running general manager Patrick Nava.
Designed primarily as a daily trainer, it is better suited to beginners rather than elite athletes. With nearly 41% of runners at the LA Marathon indicating they are running their first marathon, the shoe aligns with the event’s accessibility.
As a title sponsor of the marathon, Asics unveiled its LA Marathon 2026 Edition Asics Novablast 5.
Performance and lifestyle running apparel brand Bandit took inspiration from Old Hollywood and the filmmaker David Lynch, with a capsule collection and a campaign film. The collection was available at the Bandit LA location in Silver Lake. Nike Re-Create and California-based run store Renegade hosted workshops and events to get athletes ready for the main event.
This year’s marathon coincided with International Women’s Day. To celebrate, Asics partnered with Believe in the Run on the LA100. This initiative brought together 100 women to virtually train, receive coaching and nutrition information and run the LA Marathon together.
“I want people to think of Asics as a brand that supports women, elevates their platform, and is showing up for them beyond their footwear,” Karen Menez, director of communications at Asics America, told ATN.
A core part of the LA100 initiative was the community. As part of its 2023 Move Her Mind study, Asics found that community was a key component to women prioritizing their fitness.
“Most of us aren’t pro athletes; we’re social runners,” Believe in the Run managing partner Meaghan Murray told ATN. “We want to be a part of a community. We want to have an inner drive to perform to the best of our abilities.”
The program received over 5,000 applicants, and for several of the 100 women selected, Asics wasn’t a brand they had a strong relationship with.
“I never wore anything Asics prior. I never ran in the shoes until this opportunity. And I’ve been really liking them,” Alexa Rae Ardito, an Asics LA100 runner, told ATN.
Ashley McKenna, another participant, appreciated the additional exposure to different styles, telling ATN, “I was already a big fan of some of the trainers, but I hadn’t tried some of the race or higher-end shoes. And now I’m a big convert … I love the Megablast. I will talk everyone’s ears off about them.”
The opportunity with Asics has turned the participants into passionate brand advocates.
Throughout the city, run clubs hosted shakeout runs to build community and product awareness. These short runs the day before the marathon help runners ease their nerves, warm up their bodies and offer a fun way for participants of different speeds to connect.
Zappos partnered with training app Runna with the Mid-City Runners for a shakeout run in Santa Monica. The event featured race shirt customization and a selection of Zappos’ best-selling running shoes for attendees to explore.
“You have the five-hour marathoner and the three-hour marathoner doing a shakeout run together, and they’re running the same pace,” Murray said. “They’re not going to experience that out on the race course.”
