The London Marathon has a nipple sponsor

Vaseline backs marathon runners with a fix for one of racing’s least glamorous problems

Vaseline is taking aim at runner’s nipple with a global campaign that lands at this weekend’s TCS London Marathon, where the brand says it will help protect more than 100,000 nipples as the event’s official “nipple protector”.

The 2026 race takes place on Sunday 26 April, with more than 59,000 people expected on the start line.

Part of its wider “The Nipple Sponsorship” initiative, launched in March, the work puts a spotlight on nipple chafing, a familiar but rarely discussed issue for distance runners. At the London Marathon Running Show, Vaseline is handing out free product from 22 to 25 April, with additional “Nip Stops” placed along the 26.2-mile course on race day.

The idea is simple but smart. Rather than inventing a new running ritual, Vaseline is formalising a well-known hack and giving it brand theatre. That makes the campaign feel useful first, attention-grabbing second.

Nathalia Amadeu, global brand director for Vaseline at Unilever, said the initiative is about showing up “for every runner, on every course, at every distance” and tackling a pain point that is entirely preventable.

Beyond London, the campaign has also appeared across running communities including Barcelona, Madrid, Rotterdam, Singapore, Sydney and Hong Kong.

Creative Agency – Ogilvy Singapore
PR Agencies – Ogilvy PR, Edelman London
Marketing Agency – Bearded Kitten (London)
Media Agency – Mindshare
Partnerships Agency – UEG Worldwide

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