Diamonds for Your Next Run? Why Not?!

225

Zales is one of the biggest jewelry brands in the world, so you’d think they would want to keep their campaigns broad and non-specific so as to appeal to as wide an audience as possible. And yet, it is the very niche-ness of their latest campaign that makes it so great: diamonds for running. Specifically, diamonds for marathon runners. Why? Why not? Besides, people who wear jewelry wear it no matter what they are doing. And that’s really what Zales’ latest campaign is all about.

“You don’t need to wait for a reason to wear fine jewelry, because you are the occasion,” says Amanda Rather, VP Brand Marketing, Zales and Banter.

As part of their new “You Are the Occasion” initiative, Zales is launching a collection of marathon (and half marathon) inspired jewelry that is meant to be worn throughout training, on your run, and long after the race it finished.

“The 26.2 Edit celebrates the goals people set for themselves and the dedication it takes to achieve them,” says Rather. “While inspired by a marathon journey, the collection is centered around recognizing the moments that make us confident, whether that’s crossing a finish line, reaching a personal milestone or simply showing up for yourself every day. Every achievement deserves to be celebrated, and jewelry can serve as a lasting reminder of the journey behind it.”

Tayshia Adams (Zales)

To promote the launch, the company is also debuting their new Zales Running Squad — 16 runners, from novice to experienced marathoners, each with their own story, motivation, and unique perspective on running — and following them as they train for a marathon in the jewelry.

Leading the squad is reality TV star Carl Radke, joined by Bachelor Nation star and co-host Tayshia Adams, Dance Moms alum Chloe Lukasiak, and a roster of creators across fitness, fashion, wellness, and lifestyle — from former members of the military and mothers balancing training with family life to a couple brought together by their shared love of running.

Chloe Lukasiak (Zales)

The 26.2 Edit includes 27 styles, featuring tennis bracelets and necklaces, pendants, earrings, anklets, and other everyday styles offered in silver, gold, and lab-grown diamond-accented styles, alongside new commemorative 13.1 and 26.2 pieces that celebrate both the half and full marathon distances. Whether purchased for yourself or gifted to someone celebrating a personal achievement, the pendant serves as a lasting reminder of the dedication behind every mile, carrying meaning long beyond race day.

“Running has become an important part of how I challenge myself and keep my life balanced,” says Radke. “Marathon training gives me a meaningful goal that pushes me forward. There’s so much consistency, dedication, and discipline that happens long before race day, and the journey is just as important as the finish line. I’m excited to be part of the Zales Running Squad and celebrate every milestone along the way with jewelry that serves as a lasting reminder of what we’ve accomplished, both individually and as a squad.”

Paige Beuning (Zales)

Beginning with social storytelling from the Zales Running Squad, the campaign will expand through race day and concluding with a Medal Monday celebration hosted by Carl Radke at Soft Bar + Cafe in Greenpoint, Brooklyn, celebrating not only the squad’s accomplishments, but also the confidence and dedication that carried them every step of the way.

The 26.2 Edit ranges from $149-$7,999, and is available now on Zales.com. Get it for yourself or for the marathon runner in your life. Whether they’re running this year or not. It’s a way nicer reminder of what is, honestly, a monumental physical achievement than whatever cheap finisher’s medal they may have been given by the race organizers for completing their run. Those medals are great and all, but let’s be honest, 99 percent of them just end up living in a drawer. These are reminders of those achievements that they can and will actually (and joyfully) wear.