AG1 NYC Marathon Mobile Activation explored how a wellness brand can embed itself naturally into the rhythm of a citywide cultural moment. Timed around marathon week, the experience was designed to meet runners where energy, anticipation, and community were already at their peak.

The activation combined multiple touchpoints across New York City, including a branded SoHo storefront pop-up, mobile sampling moments, and on-course cheer station support. Each element served a distinct role — from product sampling and beverage service to physical brand visibility and runner encouragement.

The SoHo pop-up functioned as a social and functional hub where New Yorkers and marathon participants could recharge with AG1 beverages. Complementing the fixed location, a mobile sampling vehicle extended the brand’s presence into key neighborhoods, creating spontaneous engagement opportunities and increasing street-level interaction.

On marathon day, branded cheer station elements — including custom signage and accessories — transformed spectator support into a recognizable brand experience, aligning AG1 with motivation, endurance, and community energy.

Together, these components created a cohesive ecosystem of interactions that reinforced brand relevance during one of the city’s most emotionally charged and high-visibility events.