The NN Running Team, home to some of the sport’s most decorated marathoners—including Eliud Kipchoge and Letesenbet Gidey—is launching a pop-up experience in central London ahead of the 2025 London Marathon. Backed by Global Sports Communication, the athlete management agency behind the team, the initiative aims to bring professional distance running closer to fans in a format more commonly seen in mainstream sports.
While elite road racing typically lacks the infrastructure and visibility of major team sports, the pop-up is part of a broader effort to build brand identity, deepen athlete-fan engagement, and create commercial opportunities in the space.
Why it matters
The NN Running Team pop-up represents a shift in how distance running is presented to the public—less as a niche pursuit and more as an immersive cultural product. For Global Sports, which manages many of the world’s top endurance athletes, the pop-up is both a marketing vehicle and a long-term brand play: an attempt to generate the kind of hype, loyalty, and narrative-building that already exists in professional football, basketball, or Formula 1.
With running fans often limited to race broadcasts and social media snippets, the event offers something rarer—direct access to athletes and a curated glimpse into their world. It also aligns with efforts to extend the value of athletes’ careers beyond their racing prime.
What’s happening
The NN Running Team will host the pop-up from April 24 to 26 at 30 Tottenham Street in London. The three-day event is open to the public but requires pre-registration, with attendees selected randomly due to limited space.
The venue will feature athlete talks, a group run, a coffee corner, and a small museum dedicated to the team’s history. Branded apparel and race kits will also be available for purchase.
Key events and details
- Thursday, April 24:
British distance runner Marc Scott will lead a live Q&A session in the afternoon, offering insights into his training and racing approach. - Friday, April 25:
NN Running Team athlete Abel Sikowo will lead a 3K shakeout run open to all levels, followed by a social coffee meetup featuring Kenyan roast at the venue’s “Morning Miles Coffee Corner.” - Friday (time TBD):
A digital Q&A with marathon world record holder Eliud Kipchoge will be streamed. Kipchoge is expected to speak on mindset, preparation, and longevity in the sport. - Saturday, April 26:
Veteran coach Louis Delahaije, who has overseen the development of numerous Olympic and World Marathon Majors champions, will give a talk on elite training principles and performance management.
What else is at the venue
- The NN Running Team Museum will showcase race-worn gear, medals, and historical items from the team’s standout moments.
- A retail space will offer limited-edition merchandise and vintage team kits.
- The “Morning Miles Coffee Corner” will provide a café-style space with Kenyan coffee, a nod to the team’s East African training roots.
If you can’t attend
The NN Running Team’s official website will stream Kipchoge’s Q&A and offer access to the same exclusive merchandise online.
