A sub-two-hour marathon was considered an almost impossible feat.
That was until Sunday, when Kenyan long-distance runner Sabastian Sawe and Ethiopian Yomif Kejelcha finished first and second at the London Marathon, reaching the finish line in under 2 hours and breaking records in a competitive race.
That wasn’t the only thing they had in common. The two long-distance runners, alongside Ethiopian long-distance runner Tigist Assefa — who broke the record for the fastest female marathon runner — were all wearing the same sneakers: Adidas’ Adizero Pro Evo 3, dubbed the new “supershoe.”
These sneakers are set to launch in the US on Monday, costing $500. Sunday’s marathon results are being celebrated as a massive win for Adidas’ brand image. It’s already showing up in its stock price, too. Shares notched up nearly 2% early Monday.
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A huge win for Adidas
Adidas’ casual footwear sector has been waning more recently, following years of a post-pandemic boom. In the background, investor concerns are growing that we have reached the peak of casualization.
However, the London Marathon points to a huge win for its performance sector, which has come under pressure as newer brands such as On and Hoka have gained market share. “Humanity just got faster,” Adidas wrote in an ad on Sunday for the shoes with Sawe’s time displayed on top.
This is troubling news for Adidas’ main rival, Nike, which had previously equipped the fastest recorded marathon runners.
The late Kelvin Kiptum, the former world-record winner, wore Nike’s Air Zoom Alphafly Next% 3 shoes in the 2023 Chicago Marathon. He achieved a time of 2 hours and 35 seconds.
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Eliud Kipchoge also wore Nike’s Air Zoom Alphafly Next% 2 during his record-breaking 2022 Berlin Marathon.
Adidas said it had “worked closely” with Sawe, Assefa, and Kejelcha to support their races.
“The Adidas family is incredibly proud of Sabastian and Tigist’s historic achievements, marking the fastest times humans have ever run in a marathon,” said Patrick Nava, general manager at Adidas Running.
“This is a testament to the years of hard work and dedication they have made, alongside our innovation team, who have built a supershoe which breaks new ground in the Adizero Adios Pro Evo 3.”
