24 April @ 10:00 am – 26 April @ 7:00 pm
PUMA Becomes London’s Energy Source for Marathon Weekend
Global sportswear giant PUMA is set to electrify marathon weekend in London with a dynamic lineup of activations designed to celebrate runners and fuel the city’s vibrant running culture. As thousands prepare for one of the world’s biggest races, PUMA is stepping in as London’s ultimate “Energy Source.”
The NITRO™ Lab Takes Centre Stage
At the heart of the action is The NITRO™ Lab, an immersive performance hub hosted at the iconic Institute of Contemporary Arts, just steps from the marathon finish line. Opening from midday on Friday, the space will transform into a high-energy destination where performance meets creativity and culture.
The NITRO™ Lab will showcase PUMA’s cutting-edge running innovations, including its NITRO™ technology, while giving visitors the chance to customise their running kits and participate in interactive speed challenges. Exclusive prizes and engaging experiences are set to make it a must-visit hub for runners and fans alike.
Community Runs with Lucy Davis
Building momentum ahead of race day, PUMA will host a series of community shake-out runs, including a standout session with newly signed global hybrid athlete Lucy Davis. Her involvement signals PUMA’s commitment to inspiring runners at every level.
“We’re bringing the energy to London on race weekend like never before. PUMA is changing the game in running, and there’s no better stage than the biggest marathon in the world.”
said Davis
Post-Race Celebrations and Experiences
After crossing the finish line, runners can look forward to well-earned rewards. PUMA will host a celebratory post-race experience featuring complimentary pizza and beer for finishers aged 18 and over, alongside a live tattoo artist offering free flash tattoos—ensuring participants leave with lasting memories of their achievement.
Flagship Store Activations
Beyond The NITRO™ Lab, the PUMA London Flagship will extend the celebration with free medal engraving services for marathon finishers throughout Sunday afternoon and into the following days. This adds a personal touch to commemorate the milestone.
A Celebration of Running Culture
With its bold takeover of key locations and community-focused programming, PUMA is redefining how brands engage with marathon culture. From innovation showcases to post-race celebrations, the brand’s presence throughout the weekend highlights its growing influence in the global running space.
Runners and fans can explore the full schedule and register for events via PUMA’s official marathon weekend platform, ensuring they don’t miss out on what promises to be one of the most energetic race weekends yet.
