Adidas eyes victory lap at New York City Marathon amid shoe sales gains
Runners wearing Adidas shoes secured eight wins at this year's World Marathon Majors, boosting sales and outpacing longstanding rival Nike.
Adidas is preparing for a successful run at this weekend's New York City Marathon, following a surge in wins for runners wearing its shoes in prestigious marathons worldwide. In the company's latest Q3 results, revenue in its Running sector surged by 19%, driven by the wave of success for Adidas-trained athletes. This year, eight victories at World Marathon Majors have contributed to strong sales and solidified Adidas' position as a top contender, edging out longtime rival Nike.
The popularity of marathon running has reached a golden age, with record participation from both competitive athletes and casual participants willing to invest in specialized shoes. New York Road Runners anticipates a record turnout at the marathon, buoyed by the growing interest in the sport. Adidas CEO Bjorn Gulden expressed confidence in the brand's products and the presence of top-tier athletes, stating that the company has signed "very good athletes" and has "the best products" in the market.
The brand's success can be attributed to a decades-long strategy focused on innovation and athlete recruitment, with over 100 employees dedicated to running shoe innovation. Nike, once a dominant force in the super shoe market, has faced scrutiny over potential advantages for sponsored athletes. However, Nike remains committed to innovation and restructuring efforts, despite a forecasted decline in full-year revenue.
Smaller competitors like On, Asics, and Under Armour continue to vie for market share, but the key to success remains securing wins in high-profile events like the marathon.
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