Bandit Running and Runlimited London Marathon Takeover...

Yesterday, runners from all over the country and the world gathered for one of the biggest events on the calendar: The 2025 London Marathon. Last week, we explored how Nike leveraged this major cultural moment to amplify its brand presence. Over the course of the week, we saw several other brands activate around the marathon too.
A stand out brand for me has to be Bandit Running, we've previously discussed Bandit Running’s bold, disruptive marketing strategies — and once again, they've delivered.

The New York performance brand teamed up with London’s very own Runlimited, to launch a limited-edition capsule collection, a weekend of community events, and a pop-up space that perfectly captured the buzz of marathon week. Bandit Running is a relatively young brand, founded in 2020 in Brooklyn, the brand is rapidly growing its global presence and local activations like this are a big reason why.

Let’s break down why this activation hit so well 👇

👟 Style + Performance = The Winning Formula

The pair really found their sweet spot with the capsule collection they dropped. They curated pieces designed not just for race day, but for everyday wear too, tapping right into the booming athleisure market. Because as much as runners are locked in on performance, how you look when you show up matters. Feeling good, running well, and looking good all go hand in hand. For the new generation of runners, the London Marathon isn’t just about the experience — it’s about the whole moment. How you show up on race day says everything.

🛍️ Smart Moves: Bandit Running x ASOS

Bandit recently teamed up with one of Gen Z’s favourite online shopping destinations, ASOS, putting the brand in front of the right crowd at exactly the right time. A very smart move as Gen Z craves convenience, curation, and clothing that blends performance with personality — and ASOS nails all three. It’s a perfect platform for Bandit to break further into the European market, giving the brand more exposure and making it even more accessible to its growing audience.

🏃‍♀️ Community at the Core: Runlimited’s Role

Runlimited is one of the pioneering clubs shaping London’s running scene. Led by founders Jonty Brown and Molly Bryan, their mission is to create safe, exciting spaces where runners can connect. Runlimited is building something much bigger than just a run club; they’re nurturing a real community through shared experiences, events, and culture.

Collaborating with a running brand is a major milestone for any run club. It’s a natural evolution; building an engaged community first, then expanding into product, partnerships, and broader cultural moments.

For Bandit, entering the London market by tapping into a connected, authentic community like Runlimited was a smart move. Co-creating a capsule with them wasn’t just a product drop — it was a genuine way to show up, earn trust, and build relevance on the ground.

🧠 Final thoughts

Bandit Running is one of the most exciting brands pushing running culture forward. With marathon season in full swing, from Boston to London, brands have a real opportunity to show up, connect, and make noise. The playbook is simple: show up at the right moments, meet your audience where they already are, collaborate with real communities (not just borrow their clout), and build product that fuels both performance and self-expression.