Zalando Takes Run Like a Local to the Rome Half Marathon
Zalando served as premium partner of the Wizz Air Rome Half Marathon by Brooks, bringing the third chapter of its “Run Like a Local” campaign to the Italian capital following activations in Copenhagen and Berlin. Where Copenhagen centred on a 230-metre music tunnel and pasta block parties, Rome drew on the city’s street culture and running community, inviting international runners and local crews to experience the race through the lens of the Roman running scene rather than as spectators passing through.
The Rome weekend included an interactive Expo space with exclusive merchandise, a 4 km Saturday shake-out run through the Serre Borghese gardens in Villa Borghese with Runners of Rome, with pastries and DJ sets, and a race-day cheer zone at kilometre 17 in Piazza del Popolo.
“As the main partner across Copenhagen, Berlin, and Rome this autumn, Zalando is bringing a hyper-local lens to Europe’s most iconic road races. Unifying all three cities through a single narrative, the campaign fuses sport style, community, and street-level energy to redefine what race week feels like on and off the asphalt,” says Sebastian Becker, General Manager Nordics, Zalando.
Across the three cities, the campaign frames running as a cultural and communal act as much as a performance pursuit. On platform, Zalando’s World of Running Hub organises footwear, apparel, and accessories around training scenarios, with additional tools including an AI Running Assistant and the Race Lab content series, which tests high-performance racing shoes, alongside product features that surface technical specs such as cushioning and stability at a glance.
