KEY POINTS
- Power Oil running community trained participants for Lagos Marathon.
- Top three runners received N500,000 in total prizes.
- Initiative extends brand’s long-term heart health advocacy.
Power Oil extended its health-focused branding into fitness this year by launching a dedicated running group for the Access Bank Lagos City Marathon 2026.
The initiative culminated on February 14, when hundreds of members of the Power Oil running community took part in the race after weeks of structured preparation. The top three finishers received cash prizes totalling N500,000.
Rather than limiting its involvement to sponsorship visibility, the cooking oil brand established the Power Oil Exclusive Running Community weeks ahead of the marathon. Participants trained weekly, received professional coaching and accessed nutritional guidance aligned with the company’s heart-health positioning.
Power Oil Running Community Initiative
“We wanted to do more than put our logo on a banner,” said Roland Akpe, Marketing Manager, Oils and Fats Portfolio at Tolaram. “We wanted to run alongside Nigerians on their wellness journey.”
The programme builds on Power Oil’s 13-year focus on cardiovascular health advocacy in Nigeria. Through campaigns such as WalkHeartOn, which marks World Heart Day annually, the brand has positioned itself around preventive health messaging tied to diet and lifestyle.
The marathon initiative represents its most direct engagement yet with physical fitness as part of that narrative.
Brand-Led Wellness Engagement
Organisers said the Power Oil running community will continue beyond the marathon, with plans for additional fitness activities and sustained engagement for members.
Cardiovascular disease and other lifestyle-related illnesses are becoming more common in Nigeria. Advocates for public health have put more and more focus on preventive steps like better eating and frequent exercise.
The brand wanted to connect its product identity to bigger wellness practices by using structured training, rewards, and community involvement.
The Power Oil running community project shows that companies are changing the way they sell themselves. Instead of only sponsoring events, they are now using lifestyle programming to connect their brands with their customers.
