Nespresso Is Chasing Marathon Runners Now, Not Just Your Kitchen Counter
Nespresso is teaming up with Strava ahead of the NYC Marathon, betting that getting into a runner's training data is the fastest way into a generation that already drinks less coffee than its parents did.
Nespresso is partnering with Strava ahead of next month's TCS New York City Marathon, aiming to weave itself into athletes' daily routines rather than just their countertop rotation. The tie-up comes as Nespresso works to win over a generation that, by its own research, drinks noticeably less coffee than the ones before it.
It's a logical next step for a brand that has spent this year retooling its pitch to Gen Z, bringing on Dua Lipa as a global ambassador to sit alongside longtime face George Clooney. Strava gives Nespresso something Clooney never could: a direct line into the data-obsessed rituals of runners who log every mile, and increasingly, every pre-run routine that goes with it.
The bet is straightforward enough: if Nespresso gets itself logged next to a six a.m. training run often enough, it becomes part of the ritual, not just a pantry staple. Whether a shot of espresso actually belongs in marathon prep is a question for sports dietitians, not marketers, but Nespresso isn't trying to win that argument. It's trying to win the habit.
Source: PRWeek
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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