VASELINE 'THE NIPPLE SPONSORSHIP' HELPS RUNNERS STAY SAFE FROM THE CHAFE

From the 2026 TCS London Marathon to running communities worldwide, Vaseline is sponsoring nipples, ensuring runners are covered.

LONDON, April 14, 2026 /PRNewswire/ -- With more than 50,000 participants set to take on the 2026 TCS London Marathon, from first-timers to marathon veterans, more people than ever will be going the distance in pursuit of personal bests and that unmistakable finish line feeling. But across 26.2 miles, it's not just endurance that's tested, friction shows up too.

New research from Vaseline reveals 92% of marathon participants experience chafing during the course, with 67% saying it has led to bleeding. Among the most prevalent and visible areas is nipple chafing, experienced by 1 in 3 marathon goers.

'Runner's nipple' is a familiar experience for marathon participants, but often an overlooked reality that can quickly turn a test of performance into a test of pain. Now, Vaseline is bringing this long-standing runner truth into the spotlight at one of the world's biggest marathon stages.

Vaseline has been named the 'Official Nipple Protector' of the 2026 TCS London Marathon, helping to keep runners 'safe from the chafe'.

As the Official Nipple Protector of the TCS London Marathon, Vaseline will help participants prepare by offering its iconic Vaseline Protecting Jelly at the TCS London Marathon Running Show, taking place between Wednesday 22 April and Saturday 25 April.

On marathon day itself, Vaseline products will also be available on the course, helping participants stay comfortable and protected throughout the 26.2-mile challenge.

Across London and running communities worldwide, Vaseline 'The Nipple Sponsorship' is showing up wherever runners are putting in the miles, helping people stay comfortable, confident, and focused on the road ahead.

"The running community has always built a culture around sharing what works. With 3 in 5 marathon runners already using Vaseline to help reduce chafing, 'The Nipple Sponsorship' recognises a hack runners have trusted for decades," says Nathalia Amadeu, Global Brand Director, Vaseline. "It's about showing up for runners in the moments that matter, so they can focus on the finish line, not friction."