Nike - New York City Marathon 2025
Nike House of Innovation - Nike's marquee retail experience, on the corner of Fifth Avenue and 52nd Street.
Retail Experience · Experiential Marketing · Athlete & Sports Marketing
To celebrate the NYC Marathon, I supported Nike in delivering two premium, runner-first experiences inside the brand’s flagship House of Innovation in Midtown Manhattan. The goal was to meaningfully serve runners during a landmark moment in their journey and ensure Nike played a memorable role throughout marathon week.
Runner’s Hub, at Nike By You
Retail & Customization Experience
I helped lead the planning and execution of an immersive Nike By You customization experience inspired by New York City and the athletes taking on 26.2.
Key elements included:
Custom marathon-themed graphics created by a local NYC artist
On-site customization of running and lifestyle apparel
Curated Nike Run assortment:
Hats
Water bottles
Neck warmers
Cooling towels
Waistpacks
Nike Run–branded reusable totes gifted with customization purchases
Environmental details such as road-inspired flooring and Nike Run signage
The Nike By You station was fully transformed into a dedicated Runner’s Hub—designed to feel immersive, premium, and purpose-built for marathoners.
Athlete Panel
Fireside Chat with Eliud Kipchoge and Sifan Hassan
Live Athlete Experience
To extend the activation beyond retail, I supported the production of an intimate fireside chat at the House of Innovation featuring Eliud Kipchoge and Sifan Hassan, held one day after the 2025 NYC Marathon.
Event highlights:
Invite-only audience of Nike Members and running community leaders
Moderated conversation focused on race-day reflections, training, and mindset
Premium staging, lighting, and AV
300+ ice creams served during a post-panel “Sifan-style” celebration
200+ custom athlete posters distributed as takeaways
Together, these two moments combined retail excellence, athlete storytelling, and community engagement—reinforcing Nike’s leadership in running during one of the most meaningful weeks on the calendar.
