The Straw that Broke the Runner's Back: Nike's 2026 Unsuccessful Boston Marathon Campaign and how other Companies Sprinted to win over Customers
Year: 2026
Type: dissertation
Abstract: Analyzing why Nike's 2026 Boston Marathon campaign did not sit well with the running community. The campaign messaging was "Runners Welcome. Walkers Tolerated." displayed on their Boston flagship location on Newbury St., a block away from the finish line. Nike's main problem is they have not kept up with the running demographic as it has become more casual rather than elite performance oriented. Nike should have done more audience research before creating the campaign to ensure their message would resonate well.
DOI: 10.17615/vyyt-ve23
Author: Jessica Becker
Institution: University of North Carolina at Chapel Hill
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7171099303
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