Chicago Marathon 2024 breaks records with 54,000 runners and $683M economic boost

The 2024 Bank of America Chicago Marathon drew 54,000 runners from across the globe, marking its 47th edition. Participants came from over 100 countries and every US state. The event also set a new economic record, injecting $683 million into the local economy.

Running has grown in popularity since the pandemic, with male participation rising by 8.8% and female participation by 1%. The Chicago Marathon reflected this trend, attracting thousands of athletes and spectators alike.

Major athletic brands seized the opportunity to engage with runners. Nike released a limited-edition Finisher Jacket, available at its Michigan Avenue store and online on a first-come-first-serve basis. On also designed custom merchandise for the marathon, which sold out within just two days. Other brands joined in with unique activations. New Balance teamed up with the Endorphins Running community to host a coffee pop-up and a 3-mile shakeout run. Meanwhile, Brooks set up The Brooks Hyperion House, a pop-up experience for participants and fans. Marathon sponsorships continue to offer a mix of business-to-business and business-to-consumer value, reaching a wide range of demographics through events like these.

The 2024 Chicago Marathon not only broke economic records but also highlighted the enduring appeal of long-distance running. Brands like Nike, On, New Balance, and Brooks used the event to connect with athletes through exclusive products and experiences. The marathon’s global reach and financial impact underscore its significance as a major sporting and commercial event.