Editor’s note: The 2026 Bank of America Chicago Marathon is a huge sponsorship for NIKE. They showed incredible attention to detail and an ability to inspire and encourage athletes all week long, with events across the Windy City.
Notably, the Heartbreak Hill events stood out; the brand has highly relevant stores in LA, Boston, and Chicago, plus a strong social media presence. I also enjoyed seeing the NIKE coffee cart on the Marathon course.
If you check out the marathon apparel, you see NIKE designs and innovations everywhere. For NIKE, it is the gift that keeps on giving. 58,000 marathon T-shirts, bespoke colorways for the NIKE Vomero for marathon, and even a tease of some new NIKE racing shoes that will launch globally soon.
Add to that, a strong field of elite athletes, from Jacob Kiplimo to Charles Hicks and Galen Rupp, among others.
NIKE was focused on the Bank of America Chicago Marathon experience. Winning the hearts and soles of 58,000 runners in Chicago is key to the Swoosh’s future success. Remember, one pair of footwear at a time, one tshirt at a time. That is how early NIKE employees saw their mission: convince runners that a new upstart brand, NIKE, was worth considering. Today, NIKE is reconsidering those beginnings to find part of the answer by rebuilding their running focus.
NIKE energized a key market, in Chicago, peppered the elite field with top NIKE athletes, and enhanced the experience of 58,000 runners as they battled 26.2 miles in the Windy City. NIKE is focused on reminding runners how much NIKE enhances their experience, and how products like the Pegasus 42, Vomero Plus, and Structure Plus are bringing new fans to NIKE. Watch how the three new race day shoes are received, including the NIKE Apex at $145! To succeed, NIKE must convince runners that the best is yet to come!
Brett Holts, Global VP of Running, Sports Marketing, leads NIKE’s running sports marketing efforts. Brett, a former steeplechaser at the University of Oregon, gets it. Having managed both Innovation and Running Footwear at NIKE, Brett’s focus on Global Sports Marketing allows him to pay close attention to detail and strengthen the relationship between the runner and NIKE. Brett knows that it all starts with great product, offered to the consumer on a consistent basis, and then events that enhance the runner’s love of the sport and interest in NIKE.
We reached out to Brett Holts the week prior to the 48th running of the Bank of America Chicago Marathon. Brett gives our readers an appreciation for the attention to detail needed in activating a global marathon sponsorship.
We thank Brett Holts for his answers and for taking the time to show how NIKE constantly reminds runners on the streets of the Windy City, during the marathon weekend and around the world, that NIKE is here to improve their running experience. For Brett, as this observer has seen, it is a daily mantra.
1. Why does NIKE sponsor the Bank of America Chicago Marathon?
Nike’s mission is to invite more athletes* into running. The Bank of America Chicago Marathon is one of the world’s most iconic races, bringing together elite competitors, first-time marathoners and everyone in between. As an official sponsor, we’re proud to support runners throughout their journey and help create experiences that celebrate the sport and the community that surrounds it.
2. Each year, NIKE has many of its top elite marathoners. Does NIKE encourage athletes to compete in the marathon, or is it more of their individual decision?
The decision always belongs to the athlete. The Chicago Marathon is one of the world’s premier marathons, known for its fast course and incredible spectator support. That makes it an appealing race for marathoners at every level. Nike’s role is to provide the product innovation, expertise and resources athletes need to perform at their best, no matter the competition.
3. Most years, NIKE has an inspirational runner who speaks to media and influencers. Do you have a special athlete coming to Chicago?
Chicago Marathon race week brings together an incredible group of athletes, coaches and members of the Nike Running community. Coach Bennett, Nike’s Global Head Running Coach, will be joined throughout the weekend by elite athletes (some racing and some supporting) including Jacob Kiplimo, Brigid Kosgei, Charles Hicks, Joan Benoit Samuelson, Keira D’Amato, Parker Wolfe, Ethan Strand, Klaudia Kazimierska and Makayla Paige across a series of runs, athlete conversations, community events and race-week experiences. Together, they’ll help celebrate the many different journeys that lead runners to the Chicago starting line.
4. If you had the 45,000 starters of Chicago all within listening distance, what would you want them to know about NIKE’s sponsorship?
I’d want runners to know that Nike is committed to serving them wherever they are in their running journey. We strive to deliver athlete-informed innovation, training resources and experiences that help runners pursue their goals, whatever those goals may be. Whether you’re chasing a podium finish, a personal best or your very first marathon, we’re proud to support you from the starting line to the finish line.
5. Do you have a favorite experience from observing the Bank of America Chicago Marathon?
For me, it’s the entire race weekend, the excitement of first-time marathoners, the confidence of elite athletes pushing their limits, and the energy of Chicagoans cheering across the city. I always leave inspired, and I hope our partnership with the Chicago Marathon continues to welcome more athletes into the sport.
Want to register for the 2027 Bank of America Chicago Marathon? Click here!
