From Celsius to Maybelline, more brands are lining up for the NYC Marathon’s 50th anniversary

This story was first published by Digiday sibling Modern Retail . This year’s New York City Marathon, which marks the 50th anniversary of the modern five-borough race and is expected to break participant records, is attracting brands to the world-famous race. It’s no surprise that footwear brands like Nike, New Balance and Hoka are hosting their own pop-ups during the New York City Marathon weekend. But the brands showing up at the annual race represent a more diverse cross-section of retail than ever before, from beauty brands like Salt & Stone to restaurants around the city capitalizing on runners looking to carb-load. As the official and…

This is a curated summary. The full story was reported by Digiday.