PUMA The NITRO™ Lab — London Marathon 2026

PUMA transforms the Institute of Contemporary Arts on The Mall into The NITRO™ Lab for London Marathon weekend — a hub for performance, customisation, and community. Drop in for personalised marathon posters, live garment printing, lace and sock customisation, a 1K treadmill challenge with a live leaderboard, a claw machine, and an innovation hall previewing PUMA's latest NITRO™ tech and PROJECT3. Refuel with Flat White or F**k Off coffee.

Saturday features a 5K shakeout run hosted by PUMA athlete Lucy Davis with a panel session after.

Sunday is finisher day — free beer, pizza, and tattoos for anyone with a marathon medal.

Hours

• Friday 4/24: 12:00 PM – 7:00 PM
• Saturday 4/25: 10:00 AM – 6:00 PM
• Sunday 4/26: 1:00 PM – 3:00 PM (finishers celebration)

Good to know

• ICA, The Mall, London SW1Y 5AH — enter via The Mall
• Open to all, no ticket required for the lab itself
• Shakeout run and PROJECT3 events require registration via pumaldn.com
• Medal engraving also available at PUMA London Flagship (376-384 Oxford St) — Sunday 12–7PM, continuing Monday & Tuesday 10AM–9PM