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2025 New York City Marathon
The 54th TCS New York City Marathon on November 2 in New York City. (Getty Images)
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The 2025 New York City Marathon saw a record number of runners

Almost 60,000 people took part in the NYC Marathon this year — as celebrities, influencers, and hordes of routine-starved young people keep long distance races on trend.

Millie Giles

On Sunday, the streets of the five boroughs were swarming with sprinters and supporters, as the NYC Marathon took place with near-perfect weather (and a hotter-than-usual political climate).

The day saw a new women’s course record set by Hellen Obiri, who finished the race in 2 hours, 19 minutes and 51 seconds, with fellow Kenyan runner Benson Kipruto winning the men’s by less than a second. But the city’s 54th official installment of the 26.2-mile, Greek-mythologized endurance run was also a little busier than usual.

Warming up

According to event organizer New York Road Runners (NYRR), the 2025 TCS New York City Marathon saw ~59,000 runners — which would be the most participants of any recorded marathon in history, beating the record set at the TCS London Marathon in April of ~56,600 finishers.

NYC Marathon chart
Sherwood News

In the long run

This marks a 6% uplift on 2024 — which also broke the world record at the time — including ~2,400 more female participants. More broadly, with the exceptions of 2012 and 2020, when the race was called off due to Hurricane Sandy and COVID-19, respectively, the NYC Marathon’s popularity has boomed over the past two decades.

It’s not just New York: people the world over are increasingly lacing up their sneakers of choice for marathons, despite their expensive price tags (London, for example, charges ~$300 for international participants). Now, the likes of Harry Styles and other famous faces can be spotted at the starting lines of equivalent contests in Berlin and Tokyo.

Besides celebs making running cool again, people are turning to endurance races for structure, discipline, and community in the post-pandemic world; for some younger people, run clubs have also become dating hot spots. At any rate, though, for NYC and other major cities, the growing popularity of marathons means hundreds of millions in additional spending as partakers and spectators splash the cash.

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OpenAI set to air a minute-long Super Bowl ad for a second consecutive year, per WSJ

OpenAI is expected to broadcast a lengthy commercial at Super Bowl LX, The Wall Street Journal reported Monday.

Having aired its first-ever paid ad at last year’s Big Game, the ChatGPT maker is set to take another 60-second ad slot during NBC’s broadcast on February 8, according to people familiar with the matter.

culture

Tamagotchis are making a comeback, 3 decades after first becoming a global toy craze

If you were a ’90s kid, you might remember the craze around little egg-shaped toys with an 8-bit digital screen, displaying an ambiguous pet-thing that demanded food and attention.

Now, on the brand’s 30th anniversary, the Tamagotchi the Japanese pocket-sized virtual pet that launched a thousand cute and needy tech companions, from Nintendogs to fluffy AI robots — is making a minor comeback.

Tamagotchi Google Search Trends
Sherwood News

Looking at Google Trends data, searches for “tamagotchi” spiked in December in the US, up around 80% from just six months prior, with the most search volume in almost two decades.

While the toys are popular Christmas gifts, with interest volumes often seen ticking up in December each year, the sudden interest might also have something to do with the birthday celebrations that creator and manufacturer Bandai Namco are putting on, including a Tokyo exhibition that opened on Wednesday.

Game, set, hatch

More broadly, modern consumers appear to have a growing obsession with collectibles (see: Labubu mania), as well as a taste for nostalgia (see: the iPod revival, among many other trends).

But, having finally hit 100 million sales in September last year, the brand itself is probably just glad to exist, giving a whole new generation the chance to experience the profound grief of an unexpected Tamagotchi death.

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