Milk spends millions of dollars every year sponsoring marathons.

Oatly has half the climate impact of cow milk.

So, naturally, we sponsored a half marathon.

Here’s how it went:

The Half Marathon Halfway Half Time Show

Half Pacers

Like this person!

The Better Halfs Coffee Refreshment Station for Spectators

The Half-A-Finish Area

The front half we used to give out smoothies and swag. The back half we made into a little lounge area. It’s a metaphor you just happen to be able to drink a smoothie in.

Press:

“All told, Oatly distributed nearly 10,000 samples and giveaways, and scored more than 25,000 in-person impressions. Not half bad.”—Event Marketer

Oatly Named Official Partner (As Well As The Extremely Official Oatmilk) of the 2025 NYCRUNS Brooklyn Experience Half Marathon on April 27—Running USA

Oatly Runs the Brooklyn Half Marathon—Oatly

Fun Facts:

• The merch was originally going to be “Half Pants” (sometimes referred to as shorts). We didn’t have enough space for Half Pants.

• While shooting, we were running with all our equipment to capture all the touch points around the race. This is as close as I’ll get to running in a half marathon.

• The pacers were originally supposed to be in the oatmilk costumes, but, as it turns out, one of the criteria for half marathons is the ability to see.