A running list of sports ads that actually made me feel something

LEGO x F1

It all started in 2024 when Lando Norris drove a life-sized LEGO McLaren P1™ around the Silverstone Circuit, which was followed by the announcement of a multi-year strategic partnership between LEGO and F1. While this has meant a range of F1-specific cars being released, it also meant the continuation of the drivable LEGO cars.

In 2025, LEGO partnered with F1 at the Miami GP to have 10 fully drivable F1 cars made out of bricks (almost entirely). They kept this up in 2026 at the British GP with 22 LEGO cars for each driver on the grid, which has brought an element of play to the F1 Paddock.

"Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family." Emily Prazer, Chief Commercial Officer of Formula 1

Saucony

Why do we run? In a world where run clubs are slowly taking over at the same rate as AI, Saucony took a new take on the running boom. The Runners looks at why we run, not as a group, not for others, but in the times when we are alone and doing it for ourselves.

This 4-minute ad shows a single-camera shot following everyday runners, with a voicemail-style conversation running throughout, asking different people why we run. While this was a great way for them to showcase their Endorphin Azura and ProGrid Guide 7 shoes, it takes the audience on a journey as we see glimpses of different runners. By the end, you're not thinking about the shoes; you're thinking about the question.

Vaseline x The London Marathon

It is important to note that when I wrote "feel something", I didn't specify what I would feel... In this case, it's happiness, because, of course, nipples need a sponsorship in the running world. As part of the 2026 London Marathon, Vaseline was announced as the Official Nipple Protector.

This wasn't a case of them slapping their logo on the event and doing nothing else; Vaseline set up 'nip stops' throughout the course for runners to collect free products. Not only did this ad show the unglamorous side of running, but it also helped to provide a solution to a real problem that thousands of people experience every year.

HOKA NAZ Elite

Not that I am surprised, but running seems to be a trend here... NAZ Elite, a professional running team, launched in 2014, but in 2015, HOKA became the Team's title sponsor. In November 2025, they released a brand video called "How far can you go?" which looks at the journey these athletes have been on, and what is yet to come. In a 2-minute video, they were able to cover the importance of mental health, building a community, and asking the thought behind of what keeps us going.

This is technically a 2025 ad, but considering it only came out 9 months ago, I think it deserves a spot on this list.

FC Zurich Women

7 out of 10 players in Switzerland's top women's league are still working 20-40 hours per week while maintaining a training schedule of 20+ hours for their Football teams. Players wore kits with fake sponsorship logos on them reading "Side Job" and "Night Shift" to try to increase sponsorship opportunities within the sport. While these kits are worn while they play, they also launched MakeFootballMyOnlyJob.com on the side to expand the campaign.

“What matters is that we didn’t create a campaign – we reflected reality. The jersey is not the solution; it is the problem. And that’s exactly why it becomes the solution. The logos are designed to look professional because these are professional athletes – but ones operating under a double burden. What appears on the jersey is not criticism. It’s an invitation to the brands that should be there,” - Jakob Eckstein, Managing Director at Serviceplan Hamburg