The Expo brought together thousands of runners, fans, and brands, all buzzing with pre-race energy and anticipation. For Stran, it was an opportunity to connect face-to-face with the marathon community and showcase an exclusive lineup of official NYRR and NYC Marathon merchandise that celebrated the spirit of the event.

Here are a few of the standout items we were proud to offer:

• 🧸 Poncho Bear — A soft, cuddly nod to the iconic runner’s poncho, complete with its own tiny version for the perfect keepsake.

• 🧩 NYC Marathon Route Puzzle — A creative collectible that lets fans piece together the 26.2-mile journey through the five boroughs.

• 🥛 Commemorative Pint Glass — Decorated with the official marathon route, this limited-edition glass gave fans a lasting way to toast their race-day memories.

• 🎄 Holiday Ornament — A limited-edition piece commemorating 2025’s race, perfect for any runner’s holiday décor.

• 🪣 Packing Cube Set — A traveler’s essential for race weekend or any adventure, subtly branded and built for utility.

Each item told a story of endurance, pride, and the shared sense of accomplishment that defines marathon weekend. Being on the floor gave us a front-row seat to that excitement and a deeper appreciation for how meaningful merchandise can be when it’s tied to a moment worth celebrating.

We left the event energized, inspired, and more committed than ever to helping brands create tangible memories that connect people beyond the finish line.

Real Merch for Real Moments

When a Los Angeles man went viral for defending himself from a robbery using his Owala water bottle, the brand noticed. Within days, Owala sent him a care package tucked inside a fully functional safe filled with bottles — a clever nod to his story and a masterclass in turning a viral moment into authentic connection.

The moment echoed Stanley’s now-famous viral story, when a creator’s car caught fire and her Stanley tumbler survived — ice and all. Stanley responded by gifting her new Stanley tumblers and a new car, which turned brand admiration into cultural obsession.

Both examples show that when brands act with empathy, creativity, and great timing, they can turn unexpected events into lasting loyalty.

The Rise of Relationship-First Mailers

It’s not just reactive moments driving this trend. Brands like Canva and Slate have been proactively using direct mail to connect with creators in ways that feel deeply personal.

Canva’s creator box included a mini mic, portable charger, and a hat that read “Not now, I’m posting.”

Slate’s “digital detox” kit took the opposite approach — encouraging creators to log off with wellness items and a phone lockbox.

Both efforts reminded recipients that even in a screen-heavy industry, thoughtful physical gestures still make people feel seen.

Why It Works

Physical gifts trigger emotional response — and emotion drives engagement. When that emotion is paired with surprise (as it was in Canva and Slate’s campaigns, where many recipients didn’t know what they’d receive), the experience becomes even more memorable.

At Stran, we see this every day. Whether it’s a one-off mailer or a full-scale campaign, the best surprise-and-delight moments are an unmatched tool for genuine brand connection.