Advil’s influence on the running community
One influencer, MaKayla Bassi, a hybrid athlete and running coach, recently shared how Advil helped her power through marathon training, as recently reported by Marathon Handbook. Bassi called ibuprofen an “essential” part of her preparation, encouraging runners to rely on it for soreness and fatigue. But as human performance specialist and researcher Brady Holmer told Canadian Running, this mindset ignores a crucial aspect of training: pain is a message from the body that something needs attention.
Similarly, strength and running coach Amy Haas posted about keeping Advil Liqui-Gels in her race-day kit—without mentioning the risks of taking NSAIDs during endurance events. The potential dangers aren’t minor: kidney stress, gastrointestinal issues and even acute kidney injury (AKI) are all linked to NSAID use, especially in dehydrated athletes. After backlash from followers, Haas edited her post to warn against using Advil while running.
But the issue runs deeper than just influencer endorsements. By positioning ibuprofen as a convenient training tool, Advil may be encouraging a culture of dependency.
Why are NSAIDS dangerous for runners?
“The big worry is how NSAIDs can mess with your kidneys, especially during endurance runs,” sports scientist and author Brady Holmer told Canadian Running. Research has shown that taking ibuprofen during ultramarathons can significantly increase the risk of acute kidney injury. “They found 22 out of 42 runners on ibuprofen had AKI compared to 16 out of 47 on placebo.”
NSAIDs work by blocking prostaglandins, which play a key role in regulating kidney blood flow—something that becomes even more critical during endurance events. “Add in hot weather or not drinking enough, and it’s a perfect storm for kidney issues,” Holmer explains. One study found that “AKI rates can hit 33–84 per cent in races where NSAIDs are common, dropping to almost zero when runners skip them.”
No performance benefit, but plenty of risk
Some runners believe that ibuprofen might improve performance by reducing pain, but research says otherwise. “A 2020 meta-analysis in Sports Medicine – Open looked at 23 studies and found no boost to endurance or max performance,” Holmer states. “A 2015 study on long-distance runners confirmed it too—ibuprofen didn’t help them run longer after muscle damage.”
In other words, runners aren’t gaining an edge—they’re just gambling with their health.
The long-term consequences of NSAID use
Beyond the immediate risks, regular NSAID use may even interfere with the body’s ability to adapt to training. “Research suggests they can dampen mitochondrial function, or even cut down bone density gains in older adults, and there’s hints it might slow muscle repair too (by reducing muscle protein synthesis),” Holmer says. That’s because inflammation isn’t just an inconvenience—it’s a necessary part of the recovery process. “We NEED inflammation to signal for the body to adapt,” he emphasizes. “So, long-term, you could be shortchanging gains you’re training for by blocking the process with drugs.”
The ethics of marketing
The way Advil’s marketing campaign is structured makes it even more concerning.
Jonathan Levitt, a Colorado-based runner, cyclist and podcast host at For The Long Run, points out that while influencer marketing is technically regulated by the FTC, enforcement is weak. “Almost nobody knows the rules, and even fewer abide by them,” he says.
Levitt also raises an important question: “What happens if someone follows the guidance and experiences actual harm or organ damage from consistent usage while doing endurance activities?” He acknowledges that influencers need to make a living, but brands like Advil know that influencer marketing exists in a legal gray area. Unlike pharmaceutical ads, influencer posts don’t have to include disclaimers about risks.
“Trust is earned in droplets and lost in buckets,” Levitt adds. “And I’d imagine there was a lot of trust lost here.”
The takeaway: a smarter approach to recovery
While Holmer acknowledges that “using them once or twice to manage acute pain probably isn’t the worst thing,” he warns that endurance runners need to be cautious. “Some studies say the risks depend on dose and timing (higher doses like over 1,200 mg/day really up the odds of kidney issues)—but the general takeaway from the research is caution. If you’re running in hot conditions, dehydrated, or doing something very long, I’d say skip them.”
Instead of relying on NSAIDs as a quick fix, runners should focus on maintaining healthy training practices and proper recovery strategies—nutrition, hydration, mobility work and smart training adjustments—and remembering that pain is a signal that needs to be listened to.
Canadian Running reached out to Pfizer, the maker of Advil, but they had not responded at the time of publication.
