☕ Hit the ground running
Brand interest in run clubs isn’t slowing down.
Marketing Brew <[email protected]>
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Morning Brew promotes its latest newsletter edition, featuring stories on running influencer marketing and the "Creatorverse Incubator" partnership between TikTok and Tubi. The newsletter highlights the growing importance of run clubs for brands ahead of fall marathon season. It also discusses grassroots marketing tactics used by brands in the running industry.
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537 words · about 2 min to read
October 29, 2026
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Sponsor Logo: BAMKO
Today is Thursday. TikTok and Tubi have teamed up with 12 creators to make 10 new long-form series as part of a new “Creatorverse Incubator.” May these shows play better than some of Tubi’s past ventures, which the New York Times Magazine once described as “so deliriously bad they’re good.”
In today’s edition:
Feet first 👟
Ghost stories 👻
Scary good 🎙️
—Alyssa Meyers, Jennimai Nguyen
SPORTS MARKETING
Picking up speed
Screenshots from various running influencer accounts
If you’ve ever walked through a somewhat populated area during the weekend, it’s possible you’ve had the sneaking suspicion that you’re about to be swarmed on the sidewalk: the pounding of sneakers on the concrete, the labored breathing, the flashing lights.
No, it’s not a scene from a horror movie. It’s a run club. And for many brands, they’ve become anything but scary in the months leading up to fall marathon season, which spans races like this weekend’s TCS New York City Marathon.
“If you’re not showing up in a run club, you’re actually probably not doing [marathon sponsorship] right,” Stephanie Arpaia, VP of brand marketing at Excel Sports Management, who works on running strategy for clients including the Hospital for Special Surgery (HSS) and Clif Bar, told Marketing Brew. “That is almost table stakes already, which, to me, is really fascinating. It went from being this underground thing…to very quickly becoming a vital ingredient to a marketer.”
Given the speed at which run clubs have become valuable brand assets and the continued demand around live sporting events, running stakeholders, including influencers, brands, and race organizers, are still at the starting line of navigating sponsorships. This weekend’s NYC Marathon, though, could serve as an early test for marketers working to navigate the course.
For more on why brands, especially those in the personal care and beauty categories, are embracing run clubs, read more here.—AM
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SOCIAL & INFLUENCERS
Scare tactics
A billboard showing a theater's audiences scared and gasping reactions in blue toned night vision lighting, with the words
“Paranormal Activity” on Broadway
It’s rare that a marketer seeks to strike fear in their audience’s heart. But for the folks behind Paranormal Activity on Broadway, there’s no better feeling in the world.
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