Ikea to Host Indoor Marathon

The idea was conceived by Jay McCardle, co-founder of British running events organisation Sussex Trail Events, who has organised similar events before, held at multistorey car parks, piers and prisons. The Ikea marathon will have elements reflecting its brand identity: the marathon aid station will serve Swedish meatballs, while the winner of the race will receive a self-assembly medal with instructions.

With running becoming an increasingly trending activity, unusual and quirky marathons, such as an underground tunnel marathon in Portsmouth and a boozy marathon with 23 wine stops in France, have grown in popularity. For brands, organising such events can be a good way to sidestep digital marketing and engage with consumers directly. According to research, 59% of live event attendees feel more positive about a brand after the experience (Event Marketer, 2026).

Organising indoor running events could become more commonplace as extreme weather conditions caused by climate change make outdoor running difficult. For instance, last year, as summer temperatures reached 50°C, Dubai witnessed a Mallathon at one of its shopping centres.

Stylus members can read The New Culture of Running Update for further insights into running’s climate challenges, as well as the rise of alternative running formats.