• April 28, 2026

Nteractive elevates New Balance London Marathon activation

Nteractive elevates New Balance London Marathon activation

Nteractive elevates New Balance London Marathon activation 1024 683 micebook.

Experiential event specialists Nteractive have delivered a large-scale, multi-site activation for New Balance at the 2026 London Marathon, marking more than a decade of collaboration with the sports brand.

Kicking off on 22 April, the activation was designed to reposition the marathon as a cultural moment as much as a sporting event, spanning multiple touchpoints across the capital from expo to race day and beyond.

The experience began at the Running Show at ExCeL London, where Nteractive created an immersive arrival environment for more than 170,000 visitors collecting race packs. The activation combined high-impact product displays with dynamic video, lighting and audio, anchored by a central DJ booth to set the tone for the week.

The programme extended across the city, including premium hospitality at 1 Hotel Mayfair, startline hospitality and branding at Greenwich Park, and a curated race evening celebration at Heddon Street Kitchen. It hosted a mix of community running clubs from across the UK and Europe, alongside international media and senior brand ambassadors.

Drawing on insights from global races in New York, Berlin, Valencia and Mont Blanc, this year’s strategy introduced a more sophisticated approach to guest communication and engagement. A key component was the integration of RainFocus, a cloud-based registration platform enabling real-time, personalised interactions throughout the experience.

By combining logistics expertise with data-driven tools, Nteractive aimed to deliver what it describes as “human-sized” experiences for mass audiences while capturing insights to inform future activations.

Stuart Gingell of Nteractive said: “Our ambition was to elevate the experience year-on-year by demonstrating that running is more than a sport; it is a global culture. By integrating expert logistics with innovative technology like RainFocus, we are ensuring that the brief delivers both high-impact brand expression and memorable moments.”

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