Brooks Hyperion Experience – London Marathon

Immersive Sport Experience: Brooks Running with DrawLight at the London Marathon

Immersive experiences in the world of sport are today one of the most effective tools for creating authentic connections between brands and audiences. In a market where experience has become central to building brand value, sports brands are increasingly investing in immersive activations capable of engaging athletes, fans, and communities in an emotional, memorable, and highly shareable way.

On the occasion of the London Marathon, Brooks Running chose one of the most iconic venues of contemporary immersive entertainment, Outernet London, to bring to life a spectacular experience dedicated to the launch of its new professional marathon shoe, the Hyperion Elite. The brand entrusted DrawLight with the creation of the immersive content.

An immersive experience to communicate product and brand vision

The project had a dual objective: on one hand, to present the new Hyperion model, an expression of Brooks’ technological innovation in professional running; on the other, to communicate the brand’s future vision, conveying its values through a highly impactful visual and emotional immersive narrative.

For this reason, our team designed and produced six immersive scenarios, created to enhance Brooks’ brand values and place the product at the center of a dynamic and engaging storytelling experience.

Each environment was conceived to transform the space into a sensory experience capable of engaging the thousands of visitors present in the days leading up to the race, offering a new form of interaction between brand, athlete, and audience.

Sport immersive experience: engaging communities, athletes, and fans

In the two days preceding the marathon, the Outernet London space was transformed into a true experiential hub dedicated to the world of running.

Professional athletes, influencers, fans, and visitors were engaged in a series of activities designed to create brand engagement: race preparation moments, meetings with ambassadors, community engagement activities, and opportunities for collective sharing.

In this context, the immersive content played a key role in strengthening the brand positioning, turning the product launch into a memorable and participatory experience.

Why immersive experiences are strategic for sports brands

Immersive experiences in sports marketing are no longer an exceptional activation, but a well-established lever in the strategies of leading brands.

Through immersive digital environments, interactive content, and visual storytelling, brands can:

• increase awareness by generating strong media attention
• strengthen positioning by associating the brand with innovation and engagement
• create emotional connections with athletes and audiences
• amplify social visibility through highly shareable content
• enhance the product in a spectacular and memorable way

In the sports sector, where emotional connection with the audience is central, these experiences become strategic tools to simultaneously engage professionals and fans, building deeper and more lasting relationships.

The project developed for Brooks is a concrete example of how immersive design can transform a product launch into a high-value brand experience.

From creative development to content production, each scenario was designed to combine storytelling, technology, and engagement, creating a narrative ecosystem capable of shaping the brand’s values and amplifying its message.

In an increasingly experience-driven landscape, immersive sports experiences are now an essential tool for brands that want to stand out, generate impact, and build long-term value.

The CREW!

– Alberto Gentilin (Project Leader)

– Giulia Lazzaretto (Creative and Art Direction)

– Davide Briganti (Project Supervisor)

– Francesca Lain & Stella Tosi (Project Manager)

– Andrea Munegato and Nicolò Danieletto  (Digital Artist)

– Edoardo Piccolo (Sfx e sound design)