Smytten has stepped into the Wipro Bengaluru Marathon 2026 as its official product experience partner, extending its sampling model from consumer touchpoints into a live, experiential setting. The marathon, set for September 27, is expected to draw around 35,000 runners, giving the platform a large, highly engaged audience already tuned into fitness and wellness.
As part of the tie-up, ten brands – CeraVe, Oziva, Yoga Bar, GNC Electrolytes, Humuss Beauty, ERZL, Karma Kettle, Skinn by Titan, NIVEA and Reset – will offer product trials to participants through the event’s runner engagement activities. The line-up spans fitness, wellness, beauty, personal care and lifestyle, giving Smytten a multi-category footprint at a single event. The marathon weekend kicks off with a Pre-Marathon Expo and Bib Collection Event on September 25 and 26, ahead of race day.
Swagat Sarangi, co-founder and CEO of Smytten, said marathons bring together a community deeply invested in fitness and everyday choices, calling the partnership a chance to move product discovery into a real-world environment where consumers can evaluate brands with more confidence than a shelf or an app allows.
Pratiti Shah, associate director of Brand Partnerships at Smytten, added that the brand mix – spanning hydration, nutrition, skincare and everyday wellness – was built around what fits naturally into a runner’s journey, framing the marathon as a meaningful context rather than just a high-footfall venue.
The partnership also signals Smytten’s continued push into experiential sampling at large-scale consumer events beyond its usual digital and retail channels.
