2024 NYC Marathon Activation

For the 2024 NYC Marathon, I managed all aspects of adidas’s presence at the expo, collaborating with our run specialty partner, Fleet Feet. We secured a prominent booth, and I worked with the trade marketing team to ensure the setup aligned with our goals. Additionally, I coordinated with wholesale partners to meet all on-the-ground needs before, during, and after the events.

A key part of the activation was organizing our annual shake-out run at Fleet Feet Brooklyn, partnering with Maurten to fuel the runners. I worked closely with my adidas brand specialists to plan the route and ensure smooth logistics on the ground for a successful event.

Separately, we hosted a special women’s panel in collaboration with Everywoman Marathon and 261 Fearless, where Katherine Switzer and several adidas Runners coaches shared insights on overcoming barriers women face in running. Attendees engaged in a Q&A, discussing strategies for success and breaking through challenges. This panel was a powerful moment to bring together athletes and coaches focused on gender equality in sports.

I worked with the adidas sales reps to establish the event’s budget, theme, and logistics and managed the set-up and tear-down of the expo booth, ensuring everything ran smoothly.

I selected 3 brand specialists from my team across the East Coast to support the activation, focusing on merchandising the footwear and apparel walls, with special emphasis on celebration jackets and footwear sell-through.

The activation was a huge success, achieving $150k in sales over three days, significantly surpassing last year’s performance.