Shoe Companies Are Sponsoring Marathons To Compete For Market Share Of Running Shoes.

January 12th Xiamen International Marathon, Quanzhou

Organize a couple marathon race

The marathon is a high public participation event.

In order to ensure the participation of the competition, the Xiamen International Marathon, apart from the traditional marathon, half marathon, 10 km, and 5 km races, also featured wheelchair marathon, couple marathon and other special competitions.

Among them, the XTEP marathon is the most popular attraction.

On the day of the competition, a phalanx consisting of 100 pairs of lovers wearing the same couple sweater or wedding dress ran up the marathon track, and immediately became the focus of attention.

Meanwhile, 5 new couples held a group wedding ceremony on the rostrum of the Xiamen International Marathon, which made the Xiamen International Marathon "the world's most beautiful marathon" full of warm and romantic atmosphere.

"This kind of activity can make the marathon more interesting. We welcome it and allow more people to participate in running sports."

A pair of lovers said to the media after the game.

Free foot test is available.

With the further improvement of the scale and popularity of Xiamen International Marathon, there is another brand in the first event of the new year.

As the world's leading sports brand, Adidas has been widely involved in marathon competitions worldwide.

Since 2010, Adidas has increased its support for the Chinese marathon undertakings, and announced the sponsorship of the Beijing marathon for 5 consecutive years, providing professional runners for all competitors, referees, staff and volunteers.

For this year's Xiamen International Marathon, Adidas has carefully planned a series of activities to provide support and help for Xiamen marathon enthusiasts.

Among them, in view of the vast number of runners in Xiamen, Adidas has provided free foot tests in some venues. Before January 15th, there was an opportunity to get a cash coupon worth 100 yuan.

In addition, Adidas Xiamen dealers also recruited 50 running teams to experience Adidas running shoes on the Xiamen International Marathon.

Sponsoring long-distance running equipment

The marathon project has been favored by domestic sports brands in recent years.

The earliest sponsor of the Xiamen International Marathon race was XTEP's 361 degree rivals.

Since 2006, 361 degrees have been three consecutive years as the world's top partner of Xiamen International Marathon and the only designated sports equipment supplier.

In 2008, the Xiamen International Marathon decided to select the sports equipment sponsor of the marathon in 2009 and 2013 by competitive negotiation. XTEP finally won the bid.

Although he withdrew from the Xiamen International Marathon sponsorship resource arena, the marathon complex of 361 degrees did not stop. It began sponsoring the Golden Gate marathon and the Zhengkai International Marathon from 2009, and opened up its new marathon brand market.

Concerned about the marathon and long distance running events, Anta also sponsored the "twenty-fourth olympic day long run" activities of 9 cities in China.

Voight sporting goods limited also sponsored the Danzhou International Marathon race in Hainan at the end of last year.

At present, with the increasing attention of all levels of cities to marathon events in China, the increasing participation of marathons and the strong support of sponsors make the marathon an ancient sport, which has become a new force in the vigorous development of China's sports industry in the twenty-first Century.

Adidas has been widely involved in marathon races worldwide. The company has disclosed that sales of running shoes increased by 7% year-on-year by sponsoring the London Marathon.

Accordingly, there is a view that as the domestic and foreign brands match the top events of major cities in China, the marathon will have a stronger and more unique commercial value in the future.

Competing for market share of running shoes

Duan Shijie, director general of the State General Administration of sport and director of the Xiamen International Marathon Organizing Committee, said that in recent years, with the rapid promotion of the marathon in China, the social value of the marathon has attracted more and more attention from the organizers.

At present, 7 of the 20 marathon events in China have been broadcast nationwide or across the province every year, and this trend is still expanding.

He believes that in the face of the rapid development of the marathon in China, the China Track and field association should consider integrating the huge resources of the marathon, strengthen the overall publicity, learn from each other and promote development, so as to make the marathon match a greater social value and become a landscape of high integration of sports and social and economic development in China.

Compared with the number of cities and population in the world and the number of races held in the marathon, China's marathon sports still have huge room for development and contain unlimited market potential.

According to the analysis of the industry in Quanzhou, running shoes now account for about 80% of the market share, ranking first among all sports equipment categories. Therefore, this is a market that all sports brands must contend for.

Based on this, as the opportunity and stage to enhance brand value, large marathons in China will undoubtedly become hot spots of competition.

From the perspective of enterprise product development, compared with the current special sports series such as basketball shoes and tennis shoes, running shoes are more in line with the daily wear requirements of consumers.