New Balance leads sportswear brands creating events for London Marathon

As the official apparel and footwear partner of the 2026 London Marathon, New Balance is leading a number of sportswear and activewear brands that are leveraging the annual race for promotions, events and activations.

From Friday 24 April through to Sunday 26 April, when the race takes place, New Balance is opening a “state-of-the-art” hub called the London Run House at Somerset House’s Embankment Galleries - on the banks of the River Thames and along the marathon route - dedicated to all things running and “bringing together community, craft and performance”.

Meanwhile, ASICS already has a pre-race hub up and running in Shoreditch. Activewear brand TALA will be offering free post-race massages and coffee at its store at 3-4 Carnaby Street, and women’s activewear brand Oner Active is bringing a dedicated post-race recovery pop-up to Covent Garden this marathon weekend, offering runners and supporters a place to recharge just moments from the finish line.

New Balance has a packed schedule of free sessions and events over three days, from immersive workshops and panel discussions to installations and screenings. It will see Somerset House buzzing with athletes, crews, first-time marathon runners and spectators alike, all experiencing New Balance “through a distinctly London lens”.

Kevin Fitzpatrick, New Balance Global Vice President of Running, said: “At New Balance, our running vision is shaped by the athletes and communities who move the sport forward every day.

“London represents one of the most diverse and creative running communities in the world, and London Run House is designed as a space where everyone who runs can feel part of that energy, bringing together performance, culture and connection during marathon weekend.”

At the heart of London Run House is a cinematic documentary and portrait series created with London’s running communities that captures how the city prepares for marathon day across its boroughs.

The project follows crews across the capital as they train, gather and build momentum in their own ways ahead of the start line. Visitors are invited to experience the build-up across the city, where every borough prepares differently.

Directed by Joshua Simpkins and shot across boroughs including Greenwich, Battersea, Tower Hamlets and Lewisham, the film features real crews and communities as they gear up for the big day, from riverside runs and art-led sessions to track training and culture-infused long runs, each story revealing a different side of London’s running culture.

Blending cinematic direction with self-captured footage from runners themselves, the film offers “an intimate portrait of routines, rituals, pride and pressure as marathon day approaches”.

The documentary sits alongside a portrait series from photographer Vivek Vadoliya, whose work documents members of Run The Boroughs, Runner Beans, Deaf Run Club, LES Running and 2-Step Collective, celebrating the people who bring the city’s running culture to life.

The project premieres inside London Run House on Friday 24 April, anchoring the weekend programme.

There will also be ‘test & trial’ treadmill stations featuring New Balance’s latest running footwear, as well as a product showcase including the brand’s FuelCell SuperComp Elite v5, Ellipse v1, 1080v15 and RC apparel collection.

Additionally, there will be compression boots and massage guns for post-marathon recovery support, medal engraving, T-shirt heat press printing, ‘Race Day Ready Nails and Hair Styling’ and a bar and lounge area offering coffee, refreshments, snacks and seating.

The ASICS House ‘high-energy’ pop-up at Kachette Annex, 347 Old Street in Shoreditch, is designed to help runners “move their mind before they move their feet”.

Whether people are chasing a personal best on Sunday or just soaking up the atmosphere, they can head to the ASICS pop-up from now through Sunday 26 April for expert advice, exclusive community events, free coffee, on-site screen-printing personalisation to make race day gear one-of-a-kind, and “the ultimate pre-race vibes,” including sets from local DJs.

TALA is another brand getting in on the action. At its flagship store at 3-4 Carnaby Street, medal holders will be able to drop in to its ‘Rest & Recovery’ station for complimentary Kiss The Hippo coffee, free TALA socks, plus free massages from Grown Alchemist.

During the race, Team TALA will be cheering on all the runners along the route, competing for their various charities. They will also be located near the finish line from 12:30pm on Sunday, handing out “some goodies”.

Last but not least, Oner Active will have an ‘Oner Your Recovery’ van, which reimagines the classic marathon support truck through Oner’s lens, located in Covent Garden’s East Piazza. It will transform the area into a relaxed post-run meeting point, where female marathon finishers can stop by to reset, refuel and soak up the atmosphere after crossing the finish line.

To celebrate the day’s achievements, visitors can explore the latest Oner Active merchandise and dive into interactive moments, while 100 female finishers who arrive with their race medals will unlock an exclusive, complimentary ‘Oner Toolbox’.

Dropping throughout the afternoon, the ultimate recovery kit features Oner merchandise alongside premium post-marathon essentials, from magnesium oil and electrolytes to top beauty favourites - all expertly curated to support recovery “while reflecting the brand’s signature performance-led style”.