Fox Sports Deploys Five Alexi Lalas Lookalikes Through Boston Marathon in World Cup Countdown Stunt

Fox Sports staged a guerrilla marketing campaign at the 2026 Boston Marathon on Patriots' Day (April 20), sending five runners costumed as 1994 USMNT legend Alexi Lalas — complete with his signature denim-style kit, flowing red hair, and long goatee — through the 26.2-mile race. The stunt served as promotion for Fox's exclusive World Cup broadcast rights, with Gillette Stadium in Foxborough, Massachusetts — located near the marathon's finish area — hosting seven World Cup matches. With 52 days to kickoff, Fox Sports has intensified its World Cup marketing campaign, connecting the tournament's New England hub to one of the most-watched events on the American sports calendar. The real Alexi Lalas serves as a FIFA World Cup 2026 studio analyst for Fox Sports.