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Background & Objectives
Turning Marathon Momentum into Brand Consideration
At the April 2026 London Marathon moment, Brooks created an immersive running experience to build brand awareness, connect with a highly relevant running audience and turn engagement into consideration and purchase intent.
Build Brand Awareness
Increase awareness and visibility of Brooks among a highly relevant running audience.
Engage the Running Community
Create an experience that resonates with runners and London Marathon audiences, while reaching people new to the brand.
Drive Consideration & Purchase
Move visitors from awareness into research, consideration, purchase interest and advocacy for Brooks running shoes.
The Solution
Marathon-Relevant Moments & Community Culture
A large-scale immersive display put Brooks at the centre of the activation and became its standout element. Marathon prep packs, hydration and coffee, retail and trial space, and brand ambassadors connected the experience to runners’ needs. Swag, tattoos, hair braiding, nails and podcast content added a social, lifestyle-led layer and extended Brooks beyond its existing social-led exposure.
A large-scale immersive display put Brooks at the heart of the activation.
Shoe trials, runner services and personalisation made the experience relevant and social.
Results
Awareness → Engagement → Conversion
The activation expanded Brooks visibility, reached a valuable pool of new-to-brand runners and translated immersion into strong research, consideration and advocacy.
+62 points in prompted awareness
Prompted awareness was 62 points higher among exposed audiences than non-exposed audiences; 88% recognised Brooks as the brand behind the experience.
53% favoured the immersive display
74% of exposed visitors were runners; 55% of runners were new to Brooks. 79% of runners planned to share the experience.
90% would consider Brooks
Overall consideration among exposed visitors was 87%. 74% were more likely to research Brooks, 72% more likely to consider buying and 71% more likely to talk about the brand.
“The immersive display was the standout element, driving the highest engagement.”
Source: 2CV Research
