Lifestyle brand Sajú and adidas Colombia teamed up to create one of the most memorable brand experiences at the 2026 Medellín Marathon Sistecrédito, transforming a key point of the race into an interactive activation that rewarded runners with surprise prizes and much-needed encouragement.
Dubbed the “Potassium Station,” the activation was strategically installed at kilometer 37 of the full marathon and kilometer 17 of the half marathon—two physically demanding sections where athletes often need an extra boost. Instead of offering a conventional refreshment stop, the brands invited participants to tap a banana-shaped sign to unlock a randomly selected reward.
Prizes ranged from fresh bananas to Sajú’s signature banana-shaped eyewear cases containing sunglasses, as well as adidas vouchers and discount coupons. The surprise mechanic added an element of excitement while reinforcing the activation’s playful “potassium” theme, inspired by the fruit long associated with endurance sports.
Beyond the giveaways, the Potassium Station also served as an entertainment hub. Music, cheering squads and interactive elements energized runners as they pushed through the latter stages of the course, creating an experience that went beyond traditional event sponsorship.
The activation reflects a growing trend in sports marketing, where brands seek meaningful engagement rather than simple logo placement. By combining product sampling, gamification and emotional support during one of Colombia’s premier running events, Sajú and adidas created a memorable touchpoint that connected with participants at a moment when motivation mattered most.
Held on September 5–6, the 2026 Medellín Marathon welcomed runners across 42K, 21K, 10K and 5K distances, bringing thousands of athletes to the city’s streets and providing brands with a unique platform to engage directly with an active, health-conscious audience.
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