ASICS and Runners Need sync for London Marathon retail campaign

Capitalizing on the 2026 London Marathon, ASICS teamed up with the Cotswold Outdoor Group’s Runners Need to deploy a full-funnel retail media strategy. The collaboration aimed to capture high-intent runners, blending digital visibility with physical store presence to push the Gel Nimbus franchise during the high-profile sporting event.

The campaign relied on a multi-channel approach, integrating CRM, onsite media, and in-store activations to bridge the gap between initial product consideration and the final sale. Digital efforts included homepage placements and sponsored product advertisements, bolstered by targeted email campaigns to maintain momentum among potential buyers.

To seal the deal, Runners Need executed a physical takeover across six London locations. By utilizing window displays, digital screens, and dedicated footwear zones, the retailer influenced shoppers at the final point of decision. Jamie Kristow, CEO of the Cotswold Outdoor Group, noted that the initiative successfully converted heightened cultural demand into tangible growth across both online and offline channels.