Live Event Printing for Sports Events | Nike Town
To celebrate the 2025 TCS London Marathon, Nike turned its flagship Oxford Street store into a hub for supporters.
Using our MerchLab Live Printing system, visitors created personalised supporter signs to cheer on their loved ones on the big day and amplify Nike’s campaign message throughout London.
Immersive Photo Experiences, Live Event Printing, and Prize Giveaways at London Marathon
The Brief
To celebrate the TCS London Marathon 2025, Nike wanted to transform its flagship Oxford Street store into a space that captured the excitement of race weekend – engaging both runners and supporters.
The challenge: create a simple yet powerful in-store experience that would generate buzz, footfall, and organic brand visibility throughout the city.
Our Approach
We brought Nike’s concept to life with MerchLab, Noonah’s on-site personalisation technology.
Supporters used a touchscreen interface to create bespoke marathon signs, typing the name of their chosen runner. Within seconds, our printers produced a high-quality, Nike-branded sign featuring official campaign artwork.
The activation turned heads instantly – a queue formed down Oxford Street as fans waited to print their signs and show support. Each sign became a walking billboard for Nike as it was proudly held across London’s marathon route.
Designed for high throughput, the system handled large volumes seamlessly – ensuring every guest got their moment while maintaining the premium Nike experience.
The Result
The activation produced hundreds of personalised supporter signs and drew queues around the block, generating thousands of impressions as fans carried their signs across London. The result was an energised retail space and huge visibility for Nike’s marathon campaign.
