If you walked into the Abbott Health & Fitness Expo last October expecting a quick "in-and-out" bib pickup, you probably realized within five minutes that McCormick Place had other plans for you. It was massive. Honestly, it’s always massive, but the Chicago Marathon Expo 2024 felt particularly electric because we were all chasing the shadow of Kelvin Kiptum’s world record from the year prior. The energy was high. The lines? Also high.
The expo is the official kickoff. It’s where 50,000 runners—and another 50,000 of their family members—descend on Lakeside Center to grab that clear plastic gear check bag and a safety-pinned bib. If you weren't there, you missed a chaotic, beautiful, and expensive celebration of running culture.
The Logistics of the Chicago Marathon Expo 2024
McCormick Place is a labyrinth. For the 2024 iteration, the Abbott Health & Fitness Expo took over Hall B. You had to have your QR code ready. No code, no entry. It sounds simple, but watching people fumble with their phones while their sweat-wicking jackets crinkled in the wind was a staple of the weekend.
The organizers kept the same three-day schedule: Thursday, Friday, Saturday. Thursday is usually for the locals or the ultra-prepared who want to avoid the Saturday morning "panic-buying" crowd. By the time Saturday hit, the place was a zoo. People were literally shoulder-to-shoulder near the Nike official merchandise section.
Bib Pickup and the Gear Bag Scramble
First thing you did? Bib pickup. You showed your ID—state ID, passport, or driver's license—and they handed over that piece of paper that would eventually define your Sunday. Then came the participant bag. This is the part where you get your official event shirt. In 2024, the color palette was a mix of blue and red, staying true to the Chicago flag vibes.
One thing people often forget is the "Packet Pick-up Ticket." You can’t just walk in and say "Hey, I’m John Doe." You needed that specific email. If you didn't have it, you were sent to the "Solutions" desk, which is basically the DMV of the running world. You don’t want to spend your taper time standing in that line.
Why the Merchandise Line Was Longer Than the Race
Let’s talk about the Nike gear. The official Chicago Marathon Expo 2024 merchandise was the primary draw for about 90% of the people in the building. Nike is the exclusive footwear and apparel sponsor, and they don't play around.
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The "Finisher" jackets are the holy grail. Even though you haven't finished the race yet, everyone buys them. It’s a bit of a jinx if you’re superstitious, but the 2024 designs were sleek enough that people didn't care. They had these long-sleeve miler tops and those iconic "Windrunner" jackets. Prices were steep. You're looking at $100+ for a jacket, easy.
What’s wild is the secondary market. Some of the limited edition shoes—like the Alphafly 3 in the "Prototype" or specific Chicago colorways—sold out so fast it made your head spin. If you weren't there on Thursday morning, you were basically looking at the leftovers.
The Experience Beyond the Gear
The expo isn't just a store. It’s a massive marketing activation. Abbott, the title sponsor, had a huge presence. They usually have these interactive "health" stations where you can check your vitals or see how your body handles stress. It’s cool, but let’s be real: most people are there for the free samples.
Freebies and Nutrition
You could walk through the aisles and basically eat a three-course meal of energy gels, protein bars, and electrolyte drinks. Maurten was there, obviously. They’re the gold standard for marathon fueling now. If you’ve ever tried their "hydrogel" tech, you know it’s like eating flavorless jello, but it works.
There were also some smaller brands trying to make a splash. You had:
- Local Chicago running shops like Fleet Feet.
- Tech startups showing off massage guns that cost more than a mortgage payment.
- Travel agencies trying to sell you on the Tokyo or London marathons.
- Random "bio-hacking" booths with compression boots that make you look like a robot.
It’s easy to get "expo legs." This is a real thing. You spend three hours walking on concrete floors the day before you’re supposed to run 26.2 miles. It’s a rookie mistake. Smart runners get their bib, grab one souvenir, and get out in under 45 minutes.
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The Emotional Weight of the 2024 Event
We have to acknowledge the elephant in the room. The Chicago Marathon Expo 2024 felt a little different because of the tribute to Kelvin Kiptum. He set the world record at 2:00:35 in Chicago in 2023, and his passing earlier in 2024 hung heavy over the event. There was a memorial area and a moment of silence during the weekend. It reminded everyone that while we're all there to buy $30 socks, the sport is actually about something much deeper.
The "Wall of Names" is another staple. Every single participant’s name is printed on a massive wall. It’s a rite of passage to find your name, point at it, and have someone take a blurry photo of you. It’s harder than it looks. There are thousands of names, and they aren't always in a logical order. You’ll see people scanning for 20 minutes before they realize they were looking at the wrong section.
Navigating the Crowds and Transport
Getting to McCormick Place is a headache. The "L" (Chicago’s train system) takes you close-ish, but you still have to walk. There are shuttle buses from the major hotels like the Hilton Chicago or the Hyatt Regency. These shuttles are great, but on Saturday afternoon, they get stuck in the same gridlock as everyone else.
If you drove, I hope you enjoyed paying $30 or more for parking. McCormick Place parking lots are a special kind of expensive. Many people opted for SpotHero or just took a Divvy bike, though biking through Chicago traffic while carrying a bag full of race swag is a sport in itself.
What Most People Got Wrong
The biggest misconception about the Chicago Marathon Expo 2024 was that you could "buy anything you forgot" there. Sure, you can buy shoes and gels. But if you realize at the expo that you hate your shoes, it’s too late. You can’t break in new shoes 24 hours before a marathon.
People also underestimate the mental fatigue. The music is loud. The lights are bright. There are thousands of nervous runners vibrating with anxiety. It’s an introvert’s nightmare. If you’re a first-timer, the scale of the expo can actually be a bit intimidating. It makes the race feel real in a way that looking at your training plan doesn't.
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Practical Steps for Your Next Chicago Expo
If you're planning for the next one or reflecting on your 2024 experience, keep these things in mind to survive the madness.
First, arrive on Thursday or Friday morning. Saturday is purely for the brave or the desperate. The selection of merchandise is better, and the lines for bib pickup are almost non-existent.
Second, stick to your nutrition plan. Just because a brand is handing out free samples of a new "caffeine-infused-beet-juice-gel" doesn't mean you should eat it. "Nothing new on race day" starts at the expo. Your stomach will thank you at mile 18.
Third, wear your most comfortable walking shoes. Save the "fast" shoes for Sunday. Your feet will swell on those concrete floors, and you don't want to start the race with a blister you got while waiting in line for a photo op with a giant Gatorade bottle.
Finally, set a budget. It is incredibly easy to walk into McCormick Place and spend $500 on things you didn't know existed two hours prior. "Do I really need a vibrating foam roller?" Probably not, but at 3:00 PM on a Friday, it feels like a life-or-death purchase.
The Chicago Marathon Expo 2024 was a celebration of resilience. It’s the one place where everyone—from the 2:10 elites to the 6:30 back-of-the-packers—is on equal footing. We’re all just people waiting in a very long line for a very expensive t-shirt and the chance to run through the best city in the world.
If you didn't get a chance to see the "Museum of 26.2" display they had, you missed a cool look at the history of the race. It’s those little details that make the Chicago experience different from New York or Boston. It’s big, it’s loud, it’s slightly overwhelming, and it’s exactly what a World Marathon Major should be.
Before you head to the start line in Grant Park, make sure your bib is pinned correctly. The 2024 bibs used a specific B-Tag timing chip on the back. Don't fold it. Don't peel it. Just leave it alone and let the technology do its thing while you focus on the 26.2 miles ahead. Check your gear bag one last time, ensure your "Post-Race Party" tickets are safe, and get some sleep. The city is waiting.