{
  "id": 17217323,
  "title": "Adidas eyes victory lap at New York City Marathon amid shoe sales gains",
  "url": "https://urgent.news/2026/10/30/adidas-eyes-victory-lap-at-new-york-city-marathon-amid-shoe-sales",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-30T11:30:50.000Z",
  "source": {
    "name": "Free Malaysia Today",
    "slug": "free-malaysia-today-freemalays",
    "url": "https://www.freemalaysiatoday.com/category/business/2026/10/30/adidas-eyes-victory-lap-at-new-york-city-marathon-amid-shoe-sales-gains"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Runners wearing Adidas shoes secured eight wins at this year's World Marathon Majors, boosting sales and outpacing longstanding rival Nike.",
  "key_points": [
    "Adidas anticipates victory at New York City Marathon",
    "19% revenue increase in Running sector Q3",
    "Eight World Marathon Majors victories this year"
  ],
  "editors_take": "Capitalizing on recent championship wins allows Adidas to challenge Nike's long-standing dominance as marathon participation reaches record levels and runners increasingly invest in specialized performance footwear.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}