How a 44-year-old marathon is finding fresh legs in Singapore’s run culture

The BYD Singapore International Marathon presented by adidas has unveiled a refreshed brand identity, campaign tagline and 60-second launch film ahead of its 2026 edition, marking what organisers describe as a new chapter for Singapore’s national marathon as it enters its 44th edition.

The update introduces the tagline “Proven in sweat, powered by spirit”, which is intended to reflect both the demands of marathon preparation and the collective energy of Singapore’s running community.

The repositioning aims to broaden the event’s appeal beyond elite runners, placing greater emphasis on the growing ecosystem of social run clubs and recreational participants who have helped shape running into a more cultural, community-led activity in the city.

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Alongside the new positioning, the marathon has introduced a refreshed visual identity designed to create a more distinctive and ownable look across digital, social, outdoor, PR, community activations and partner platforms in the lead-up to race day.

A 60-second launch film accompanies the refresh, bringing together national athletes and everyday runners to reflect the dual identity of the marathon as both a high-performance sporting challenge and a shared cultural experience.

Featured athletes include Soh Rui Yong, Nicole Low, Ahmad Arif Bin Ibrahim and Chng Siew Lu, alongside social running communities such as RUN.JPG, Last Running and The High Panters.

Set against Singapore’s urban landscape, the film positions running not just as a test of endurance but as a reflection of identity, rhythm and community across the city.

The refresh comes as the marathon continues under its rights holder SG International Marathon, appointed by Sport Singapore in August 2025 for a multi-year tenure beginning in 2026. The 2026 edition is supported by partners including BYD, adidas, Singapore Tourism Board and Standard Chartered Bank, with race categories ranging from 600m and 1.6km kids runs to 5km, 10km, half marathon and full marathon distances.

The campaign has been developed in-house, with production by The Box Collective.

“The national marathon has always belonged to more than just the runners. It belongs to the children running their first race, the communities training before sunrise, the families waiting at the finish line, and the national athletes who continue to show the depth of talent in Singapore," said Leon Lai, CEO of SG International Marathon. 

He added, "‘Proven in sweat, powered by spirit’ is our way of honouring all of them. This campaign is the start of our ambition to turn the marathon into a cultural event for Singapore, and one of the most compelling marathons in Asia.”

In tandem, Goh Yilin, head of marketing of SG International Marathon, said, " Our ambition is to evolve the property from an annual running event into a brand and movement people are excited to be part of. The marathon already has heritage, credibility and scale. What we want to bring forward is its cultural potential, the sweat, the friendships, the rituals, the pride, and the uniquely Singaporean spirit that comes alive when the city runs together.”

The focus on running culture comes amid a broader wave of experiential, participation-led marketing in Singapore, where brands are increasingly tapping into run clubs and community-led fitness formats to drive engagement.

Most recently, Sony Pictures, alongside OMD Singapore and Omnicom Media Singapore’s content arm, partnered with run club Easy Pace Only to launch a Masters of the Universe-themed street challenge titled “Run to Eternia” ahead of the film’s release.

The 6km experiential run formed part of a wider integrated campaign spanning social, digital, out-of-home, KOL activations and on-ground experiences, with organisers leaning into Singapore’s growing run club ecosystem as audiences increasingly seek participatory rather than passive entertainment.

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