Created by Ogilvy China, the brand plan to do a race with 30,000 participants and CCTV sports anchor and six-time Beijing Marathon competitor, Yu Jia
Months of training and preparation reached a peak last Sunday as 30,000 runners from China and around the world poured onto the streets of the nation’s capital for the Beijing Marathon, China’s biggest and most eagerly awaited running event. As the marathon’s official partner and exclusive equipment supplier for the eighth consecutive year, adidas’ support for the event once again affirms the leading sport brand’s key role in helping to develop running and grassroots sports in China.
“Of the hundreds of running events taking place throughout China every year, the Beijing Marathon is by far the biggest and most important, which is why adidas is so proud to be supporting it for the eighth consecutive year,” said Colin Currie, Managing Director of adidas Greater China. “Our commitment to helping runners perform at their best through our products, as well as helping to nurture running at the grassroots level through our support for events such as the Beijing Marathon, places adidas at the forefront of sport’s development in China.”
Over the past few years, adidas has fueled an explosion of interest for running in China, attracting millions with its formidable global successes in the world of professional and semi-professional athletics. As the official sponsor of three of the world’s six major international marathons, adidas has long been a favorite for race winners who in recent years especially have benefited from the superior performance of the brand’s revolutionary UltraBOOST™ technology. The list of recent winners includes Kenyan champion runner, Dennis Kimetto, who set a new world record at the Berlin Marathon in 2014 and Wilson Kipsang who won the Tokyo Marathon in February.
adidas leveraged its international running expertise to maximize performance on the day once again this year, providing a range of services including free ice water foot treatment, on-site physiotherapy as well as a special Finisher’s Tee customization service enabling runners to have their finishing times printed on t-shirts at the finish line. adidas also sponsored the 2km Beijing Marathon Family Run this year, attracting over 500 families .
adidas’ involvement in the Marathon wasn’t just restricted to the day of the race either, with the brand leveraging its expertise in the weeks and months leading up to the event in the form of a series of official warm-up events and training sessions nationwide. From September 14 to 16, adidas brought its adidas runner (AR) special training camp to the Beijing Marathon EXPO at the China National Convention Center, showcasing its cutting-edge technology alongside professional trainers’ on-hand to provide expert running tips and advice on selecting the best running shoe. adidas’ Run Lab meanwhile provided visitors with the opportunity to embark on an interactive and magical journey to discover and learn about the brand’s superior UltraBOOST technology.
Among the estimated 30,000 runners taking part in this year’s Beijing Marathon were well-known CCTV sports anchor and six-time Beijing Marathon competitor, Yu Jia, marathon lover, Jin Yuan, online celebrity and artist, Chang Xiaoliang, and famous blind runner, He Yajun, a man who has overcome physical disability to become an inspiration to millions. adidas teamed up this year with online platform, Yizhibo, for an interactive livestream hosted by Chang Xiaoliang covering Yu Jia, Jin Yuan and He Yajun’s performance and the entire Beijing Marathon.
Running is one of several key growth categories included in adidas’ latest five-year strategy, Creating the New Greater China 2020. Amidst growing confidence in the Chinese running market, adidas opened the world’s very first adidas flagship running store in Chengdu in 2016, closely followed by the opening of another store in Shanghai. More Running stores are scheduled to be opened over the coming years. Providing access to the brand’s full range of running products as well as specialist advice and a range of unique services, the specialized running stores provide the ultimate experience for those either looking to take up the sport or take a serious step towards improving their performance.
Benefiting from the superior performance of the brand’s revolutionary Boost midsole technology and a Stretch Web outsole with a perforated, elastic design, adidas’ latest UltraBOOST shoes put runners closer to the BOOST cushioning with a new dual-density TORSION SYSTEM, embedded into the shoe's base. This allows for more independent movements between the heel and forefoot, giving runners superior stability and a smooth, controlled run.
In addition to sponsoring the Beijing Marathon, adidas has been the official sponsor of the Shanghai Half Marathon for the past three years. The brand additionally supports a number of high profile grassroots initiatives across the country, such as its adidas runner (AR) platform which helps runners get better training and achieve their best performance. adidas also harnesses the power of social and digital media to nurture running communities in China in key cities, leveraging its WeChat official account, “adidas Running” to build a bridge between the online and offline worlds and help runners to connect with each other through shared experiences. In April 2015, adidas opened its Runbase in Shanghai. Featuring an outdoor track and treadmills, the state-of-the-art facility is the first of its kind in China providing runners of all levels with a truly world class running experience.