The TCS London Marathon is a test of endurance and skill but can also be a test of pain.

According to research from Vaseline, 92% of marathon runners experience chafing during the course, with 67% reporting it has led to bleeding. One of the most prevalent areas for chafing is the nipples, with one in three runners having said they experienced this.

Vaseline was named the ‘Official Nipple Protector’ of the marathon event 2026.

Retail Gazette sat down with Nathalia Amandeu, global brand director at Vaseline to find out more about the partnership.

All runners deal with chafing, but they didn’t wait for a brand to step to solve the issue for them, instead they came up the solution themselves- Vaseline and passed the tip onto new runners.

Amandeu says: “That’s essentially what Vaseline Verified is about; taking these real, passed-around hacks and putting them to the test.

“The Nipple Sponsorship felt like a natural extension of that: instead of just proving it works, we gave that shared, unspoken solution a cultural stage.”

Vaseline products were available on the day to help participants stay comfortable during the 26.2 mile run.

She explains that the partnership just made sense for the brand as it is one of the most iconic endurance events globally.

Amandeu says: “It’s exactly the kind of environment where Vaseline Jelly benefit becomes not just relevant, but essential. The scale, credibility, and emotional intensity of the event made it the perfect stage to bring this truth to life.

“But, ultimately, it was the running community that took us there.”

Runners have been using Vaseline since 1981 to aid them during the Marathon and its not just runners who keep a pot on hand- first aiders do to.

However, she explains, plenty of runners still cross the finish line with bleeding nipples.

Amandeu says: “26.2 miles is where the small things, like chafing, suddenly become a big deal. So rather than just talking about the problem, it made sense to show up where it actually happens and be useful in that moment, making sure no one suffers a pain that was always preventable.”

The collaboration with the London Marathon redefines Vaseline from a “general healing jelly to a high performance, multi-use essential”.

She says: “By anchoring the brand in a real, high-stakes use case, it reinforces efficacy, versatility, and modern relevance; especially among younger and more active audiences.”

“It expands the presence of the brand beyond skincare to the sports world, where Vaseline shows up more than a functional product, but a cultural connector.”

Physical events are massively important to a brand like Vaseline as the benefit of the product is so “physical. The benefit can only be understood “when you are in the moment” and starting to feel discomfort.

She comments: “Whether it’s handing out product at the Running Show or making sure it’s available on the course, you’re meeting people exactly where the need happens. It becomes part of their experience, not just something they’ve seen in an ad.

“Those moments stick. When something genuinely helps you get through a run, you remember it, and you’re far more likely to reach for it again.”

Amandeu explains Vaseline is not just something consumers keep in their houses, its a product they can rely on when they need

She says: “We want people to see the brand as a small but powerful enabler of performance, confidence, and comfort in everyday and extraordinary moments.”

“You can tell quite quickly if people are engaging with it or just scrolling past.”

She explains that the brand looks at whether it is being talked about online and how runners interact with it- are they sharing the post, are they talking about their own experiences?

Vaseline also looks at sales metrics- are more people buying the product?

Amandeu says: “Vaseline has always grown through word of mouth: people sharing small tips that work. The running community is amazing for sharing those hacks that help you reach the finish line. As more people get into it, those tips spread.

“This campaign just takes one of them and gives it a bit more scale. It keeps the brand authentic, close to how people actually use it, which is usually the best place to be.”

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