How can brands use the “Chicago Marathon race week: prep, nerves, pride” trend?

The sweat-proof race-day face test. Apply your full face at 6am, then show it again at mile 26.2. Format: Split-screen: start-line makeup versus finish-line photo.

Sep 27: social data not in yet

Q: What are people saying about “Chicago Marathon race week: prep, nerves, pride”?

The mood is pride. Runners joke through nerves and weather panic, while friends reply with proud, emotional cheering.

Chicago Marathon race week: prep, nerves, pride. Runners filled social with race-week prep before the Oct 11 Chicago Marathon; Google searches confirm.

83.6Msocial views↑ 1,000%+

1.2Kcreators↑ 301%

+1,900%Google search growth

The spike

Social and search spiked together on Oct 11.Verified: the top posts on the social peak day were hand-checked and are about this trend.

Social views each day

Google searches each day · “chicago marathon”

Why it’s trending

Months of quiet work become shared pride when a whole city and its friends cheer you to the line.

PrideRunners joke through nerves and weather panic, while friends reply with proud, emotional cheering.

What’s happening

Runners ahead of the Oct 11 Chicago Marathon posted carb-loading meals, expo and gear hauls, weather panic and taper-week jokes. Friends cheered them on in comments. Searches for 'chicago marathon' rose with the conversation.

What content is working

#1Karen Sarahi Robles13K167294.8K playsOct 7One week out reflectionA runner, one week before the Chicago Marathon, looks back on the hundreds of miles and hours of training since late July and says she is proud of getting to the start line.Why it works: Honest pride in the work lets other runners see their own journey.#2BONNIE WYRICK7.3K92252K playsOct 9Last long runA running mom shares her last long run before the Chicago Marathon, after two easy weeks, and says she is thrilled with how it went.Why it works: A calm, happy taper update is reassuring for nervous runners.#3Chase Bandolik2K10166.6K playsOct 11Football bet milesA couple watch a game; the loser runs a mile per point lost. She wears a medal and reacts with shock.Why it works: Marathon pride meets a relatable sports joke.#4King_Frankie853.2K4958.6K playsOct 10Coach pep talkA man in a Nike shirt tells runners to look at the camera and trust they are ready, whatever the training plan said.Why it works: Reassurance lands right when nerves peak.#5mia | running & lifestyle7.8K4547.2K playsOct 8One week out check-inA runner posts a one-week-out check-in for Chicago and asks followers in the caption how they are feeling.Why it works: A direct question invites other runners to share their nerves.#6Erin Maire8691116.1KOct 10Marathon and wedding seasonShe shows a green backless dress, jokes it is also marathon season and shows tanlines and chafe scars from racerback tops.Why it works: Honest runner-body humor feels real.#7julie 🦭2531813.1K playsOct 10737 carb dayA vlog of three days before the race: hot pot, pizza and Coca-Cola, each with a running carb count reaching 737.5 grams.Why it works: Numbers make the food plan fun to compare.#8Preethi3792111.3K playsOct 10World Major nail artA bright red outfit and quick hand movement reveal chrome flames and blue stars nails for her seventh World Major.Why it works: Personal ritual shows milestone pride.#9ryleejadebandolik549138.3KOct 9Keep up with a proShe tries to match elite runner Jacob Kiplimo's easy pace on a Chicago run, struggling as he speeds up.Why it works: Shows how far apart pro and everyday pace are.#10Rebecca Johnstone323197.9K playsOct 9Race week prioritiesOn-screen text 'marathon race week what I'm prioritizing' over track runs, mobility work, foam rolling and big carb meals.Why it works: A useful checklist runners can copy.

Trending hashtags

The tags people used most on posts about this trend, ranked by number of posts. Generic tags like #fyp and #viral are left out.

#chicagomarathon 1,716 posts
#marathon 621 posts
#marathontraining 248 posts
#running 389 posts
#chicago 485 posts
#runner 221 posts
#runnergirl 84 posts
#marathonrunner 150 posts
#run 89 posts
#runningcommunity 101 posts

Sentiment

Posts76% positive · 21% neutral · 4% negative

Comments62% positive · 25% neutral · 14% negative

Automatic sentiment labels across 3,242 posts and 400 comments.

The other side · what’s negative

Some grumbling

Mostly proud and encouraging. The worry is about race-day weather swings, pre-race nerves and injuries.

The negative videos

#1Kirsten Ferguson2.2K13684.6K playsOct 8Runners are stressed about unpredictable race-day weather.A woman in her car reacts to the huge forecast swing, with on-screen text 'Reacting to the MASSIVE weather change for the Chicago Marathon'.How it’s made: Selfie-style car video reacting to the forecast; on-screen text 'Reacting to the MASSIVE weather change for the Chicago Marathon'.

What brands should do

Skip jokes about the weather or injuries. Back runners with reassurance, comfort and readiness.

What people are saying in comments

😂

Also its only Tuesday! Chicago loves to play mind games and switch weather before deciding what it wants to be.

Playful

💬

Just an easy 5 miles is what Ill be telling myself Sunday

Nerves

💬

Proud of you for always putting in the work, no matter what

Pride

💬

Crazy cool to reflect on ALL THOSE MILES. Why am I getting emotional?

Emotional

💬

Cheering you on no matter what the result is!

Support

💬

LOL I was talking to someone today and said oh mile 20 is when it gets REAL

Dread

💬

Honestly these are still very ideal temps compared to what most of us ran in literally all summer long!!!

Relief

💬

Chicago has no idea whats coming

Hype

💬

Corral N baby!! Lets go!!

Hype

💬

First time!! Im going to throw up

Nerves

😍

The BEST course you could ask for. Flat fast and so fun!

Love

💬

Me! Ran my first Chicago last year and absolutely loved that course. Best crowds I have ever experienced in a big race.

Nostalgia

💬

Cheering you for Chicago marathon! Praying its your best race EVER!!

Hope

💬

Hope to see you at Chicago! I'll be running with a strained hamstring beginning at the sit bone. Here's to hoping we can do it!!

Worry

💬

PLEASE ILL PASS OUT IF I SEE ONE MORE WEATHER POST

Weather fatigue

💬

Eeks! When I ran Chicago in 2021 it was 80 at the finish, not fun

Dread

😞

Course changed from last year though, no running past the chicago sign unfortunately

Disappointed

The content strategy we observed

Top videos are personal race-week moments: a gear opinion, forecast panic, a pep talk and carb-load jokes, shot on a phone and told in first person.

Opening hook

Videos open on a runner's own worry or opinion: on-screen Nike race gear with 'do runners feel robbed', and a car selfie reacting to the 'MASSIVE weather change'.#1 #2

Storytelling

A football bet where the loser runs a mile per point lost, shown with a woman in a medal, ties the marathon to a sports joke.#3

Format & length

All five are Instagram videos shot on a phone: screen recording, car selfie, couch scene, a store talk to camera and a restaurant joke.#1 #2 #3 #4 #5

Tone & voice

Funny, nervous and reassuring. A man in a Nike shirt tells runners to trust they are ready, and friends joke about a romantic carb load.#4 #5

Timing

The top videos went up between Oct 7 and Oct 11: 9 of 10 before Google searches peaked on Oct 11. Social views peaked on Oct 11.#1 #2 #3 #4 #5 #6 #7 #8 #9 #10

If you make one video

Make one first-person race-week video about a shared worry, such as weather or carb-loading, and end on reassurance.

What can brands do?

Best fit: Makeup

The sweat-proof race-day face test

“Apply your full face at 6am, then show it again at mile 26.2.”

Format: Split-screen: start-line makeup versus finish-line photo
Platform: TikTok and Instagram Reels
Who posts: Beauty brand with runner creators on race weekend
Caption: Full face at 6am. Still here at mile 26.2. Would your makeup survive?
When to post: Race season; also other fall marathons
Watch out: Skip health or performance claims; show real results and label any partnerships.

MakeupSkin CareHair CareBeveragesPersonal Care

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