Boston Rerun
Bandit was the most-searched brand on Google during Boston race week. The New York running brand ranked above major running incumbents on the calendar. Rabbit ranked fourth. Tracksmith fifth. Three challenger brands inside the top five search slots at the oldest annual marathon in the world.
Heartbreak Run, the Boston-based running brand, ran ten events across the week and pulled the third-largest cumulative brand audience. Its own domain finished as the largest brand-owned outbound destination, ahead of every other brand site that runners landed on after a click. Multi-day pop-up venues took five of the six top spots on the views board. Brooks Hyperion House sat at #1, with rabbit, HOKA Light House, Bandit and Endorphins Fuel Bar in the next four spots.
Boston race week covered 16 days and 142 events from more than 100 hosts. The site logged 125,090 page views and sent 5,179 outbound clicks to brand and ticketing partners. Three race-week Instagram carousels added 155,397 views, with the Marathon Weekend Guide reaching 84% non-followers. The full numbers are below.
Where runners clicked next
5,179 outbound clicks tracked across the 142 Boston event pages.
Highest click-through rates (CTR, ≥300-view floor)
- Abbott World Marathon Majors Bib Giveaway: 25.0%
- Team Abbott & Endorphins Boston Shakeout Run & Race Bib Offer: 24.9%
- Boston Medal Engraving with lululemon: 23.3%
- Nobody Asked Us with Des & Kara – Live!: 20.1%
- HOKA Light House Boston: 19.5%
Outbound CTR by event category
- Race: 14.9% (3 events)
- Talk / Panel: 11.8% (8 events)
- Party: 10.8% (16 events)
- Shakeout Run: 9.9% (44 events)
- Group Run: 9.8% (7 events)
- Other: 9.0% (37 events)
- Recovery: 7.5% (5 events)
- Pop-up / Expo: 7.1% (16 events)
- Cheer Zone: 5.5% (6 events)
Top 5 destinations
- instagram.com: 9.9% (513)
- heartbreak.run: 9.2% (474)
- eventbrite.com: 8.7% (452)
- app.endorphinsrunning.com: 6.5% (336)
- hokalighthouseboston.splashthat.com: 6.4% (331)
Boston converted hardest on events built around a single bookable action. The Abbott bib events, lululemon's medal-engraving page and the Nobody Asked Us live podcast filled the top four CTR slots. Multi-day pop-up venues averaged 7.1% category CTR and served as planning surfaces that runners revisited across the week. 62.3% of all outbound landed on a ticketing or RSVP platform.
What runners typed into Google
Google sent 7,429 clicks and 72,300 impressions to Boston Marathon pages. Two thirds of those clicks landed directly on event pages, the rest on the hub.
Top five queries
- "lululemon boston marathon"
- "boston marathon pop ups 2026"
- "brooks hyperion house boston"
- "boston marathon events 2026"
- "bandit pop up boston"
Most searched brands
- Bandit
- Lululemon
- Brooks
- Rabbit
- Tracksmith
- HOKA
- New Balance
- ASICS
Specific-brand queries "lululemon boston marathon" and generic discovery queries "boston marathon events 2026" landed on marathon weekend. The platform served runners who already chose a brand and runners still figuring out what was happening that week. Bandit took #1 on the branded-search list ahead of every major running incumbent on the calendar, with Rabbit at #4 and Tracksmith at #5 making it three challenger brands inside the top five slots.
Brands that filled the Boston calendar
Top 10 brands by total event-page views:
- Brooks: 7,239 views (12 events)
- Endorphins Running: 4,862 (12 events)
- Heartbreak Run: 4,798 (10 events)
- Tracksmith: 4,448 (8 events)
- Marathon Sports: 4,391 (12 events)
- Bandit: 3,607 (6 events)
- Adidas: 3,586 (6 events)
- HOKA: 3,340 (5 events)
- Rabbit: 3,303 (4 events)
- ASICS: 3,051 (9 events)
Bandit, Brooks and Tracksmith all rank in the top six both here and on Google's search demand list. Heartbreak Run took a different path to third place. The Boston-based running brand distributed audience across ten events with no single one in the top 10.
Top 10 events by views
- Brooks Hyperion House: Boston 2026 (2,044 views)
- rabbit Boston 2026 Pop-Up Shop (1,876)
- HOKA Light House Boston (1,704)
- Bandit Boston 2026 Pop-Up (1,504)
- Endorphins Fuel Bar (1,430)
- lululemon Boston Race Weekend 2026 (1,405)
- Saturday Shakeout at the Tracksmith Trackhouse (1,118)
- Tracksmith Boston '26 Marathon Weekend at the Trackhouse (1,063)
- Cadence x WHOOP Fuel Hub (932)
- PUMA FAM Shakeout Run with TrailblazHers (919)
rabbit takes #2 ahead of HOKA, Bandit and lululemon. Multi-day pop-up venues dominate the board: five of the top six.
Engagement depth: views per user
Top events ranked by views per active user (≥300-view floor):
- Midnight Runners x Hoka Boston Marathon Weekend: 2.88 VPU (564 views)
- Heartbreak Shakeout Run: 2.76 (608 views)
- Runna Boston Shakeout Run: 2.76 (317 views)
- Adidas Test & Trial Hyperboost Shakeout with Alex Herm: 2.72 (403 views)
- 2026 Boston Events powered by Nike Running and Heartbreak: 2.71 (705 views)
The five top-engagement events split between three shakeouts and two multi-day collabs. The shakeouts from Heartbreak, Runna and Adidas got runners back to check meeting points and pace groups. Midnight Runners x Hoka's Boston Marathon Weekend and Nike Running x Heartbreak's Boston Events umbrella got runners back to check sessions across the week. Each return view added another impression for the host brand.
Boston brands on @marathonweekend Instagram
Three Boston race-week carousels combined for 155,397 views over four days. The Marathon Weekend Guide on Apr 13 reached 55,436 views and 25,438 accounts on its own. The Where-to-eat companion and the Pop-ups edition added another 100,000 views combined.
84% of the Marathon Weekend Guide audience landed from outside the existing follower base. That's fresh discovery of the brands and venues featured in the slides. Daily site traffic ramped through the carousel sequence, from around 5,900 views a day before the first post to around 12,500 a day after the third. Each carousel sent a wave of new event-page visits to the brands inside its slides.
The shakeout schedule
40 shakeout-format events ran across the three days before race day:
- Fri Apr 17: 3 shakeouts (2 at 08:00, 1 at 19:00)
- Sat Apr 18: 17 shakeouts, with 8 starting simultaneously at 09:00
- Sun Apr 19: 20 shakeouts, with 12 starting simultaneously at 09:00
The 9am Sunday roster: Brooks Run Club with Des and Kara, Tracksmith, Bandit, Heartbreak, lululemon and seven others. All twelve started in the same minute on the morning before Patriots' Day, making 9am Sunday the calendar's most concentrated shakeout window.
The data
Website totals
- 125,090 page views
- 11,154 unique users (device-deduped)
- 5,179 outbound clicks to partners (event-pages only)
- 20,106 sessions
Traffic split
- Hub (/boston/2026): 65,668 views (52.5%)
- Event pages: 57,392 views (45.9%)
- Calendar: 2,020 views (1.6%)
- Other /boston paths: 10 views (0.01%)
Instagram (Boston race-week posts only)
- 155,397 views across the three Boston carousels
- 55,258+ accounts reached across the Marathon Weekend Guide + Where-to-eat (Pop-ups accounts-reached not captured in the IG insights export)
- 3,137 saves combined (Marathon Weekend Guide 1,151, Where-to-eat 1,411, Pop-ups 575)
Search Console totals
- 7,429 clicks
- 72,300 impressions
- 10.28% overall CTR
- Average position 5.7
Devices
- Mobile: 8,387 users (75.2%), 80,226 views
- Desktop: 2,698 users (24.2%), 43,872 views
- Tablet: 69 users (0.6%), 992 views
- Views per session: desktop 9.23, mobile 5.26
Methodology
Data sources
- GA4 (125,090 page views on /boston/2026/* pages)
- Google Search Console (7,429 clicks, 72,300 impressions on /boston/2026/* pages)
- Internal click tracking (5,179 outbound clicks, event-pages only)
- Instagram insights (155,397 Boston-attributable views)
- Internal event database (142 live Boston Marathon 2026 events)
Date range
- Site and search: Apr 8 to Apr 23, 2026 (16 days, race day Mon Apr 20, Patriots' Day)
- Instagram: Apr 8 to May 4, 2026 (slightly wider window for post-race tail and the Apr 16 Pop-ups carousel)
Floors and thresholds
- Highest outbound CTR ranking and views-per-user (engagement depth) ranking use a ≥300-view floor
- The GSC queries source is the top-400-by-clicks slice; query sums will not reconcile exactly to the 7,429 site click total
