Bringing fine jewelry into everyday movement, Zales’ latest campaign follows a 16-member Running Squad as they train for a marathon with confidence, individuality and personal style.
What if the moments worth celebrating were not reserved for the finish line? With The 26.2 Edit, Zales brings that philosophy into focus, reimagining fine jewelry as something to wear through the everyday moments that shape personal achievement.
Launched October 21, the collection is inspired by the discipline, dedication and personal goals behind every runner’s journey. Its accompanying campaign follows the Zales Running Squad, a group of 16 runners ranging from first-time marathoners to experienced athletes, each bringing a different story and motivation to the 26.2-mile challenge.
Leading the campaign are Carl Radke, Tayshia Adams and Chloe Lukasiak, alongside creators from the worlds of fitness, fashion, wellness and lifestyle. Their experiences reflect the many forms achievement can take, from balancing training with family life to discovering new personal challenges.
Photo Credit: MADISON MCGRAW @BFA
At the heart of the campaign is Zales’ message, “You Are the Occasion.” The idea moves fine jewelry beyond traditional celebrations and into the moments when confidence and self-expression matter most. From early-morning training miles to race day, the Running Squad wears pieces from the collection as reminders that showing up for yourself is worth recognizing.
The 27-piece edit features tennis bracelets and necklaces, pendants, earrings, anklets and everyday designs in silver, gold and lab-grown diamond-accented styles. New commemorative 13.1 and 26.2 pieces honor the half-marathon and full-marathon distances, transforming the miles behind an achievement into a lasting keepsake.
The campaign will extend beyond social storytelling into a broader marketing activation, culminating in a Medal Monday celebration hosted by Carl Radke at Soft Bar + Cafe in Greenpoint, Brooklyn. The gathering will recognize the squad’s accomplishments and the commitment that carried them to the finish.
Available beginning October 21 at Zales.com, The 26.2 Edit ranges from $149 to $7,999.
With this collection, Zales places jewelry within the rhythm of real life—less about waiting for a special occasion and more about recognizing the determination, individuality and everyday victories that make one.
