Adidas Dominates London Marathon as Record-Breaking Runs Boost Shoe Wars
The global spotlight on distance running intensified at the London Marathon, where elite performances and cutting-edge footwear took center stage. Adidas emerged as the biggest winner, with its sponsored athletes delivering historic results. Sabastian Sawe clinched victory in a record-breaking 1:59:30, closely followed by Yomif Kejelcha at 1:59:41 in his marathon debut. In the women’s race, Tigist Assefa set a women-only world record of 2:15:41, marking a landmark moment in marathon history.
All three athletes wore Adidas’ latest innovation, the Adizero Adios Pro Evo 3, touted as the brand’s fastest and lightest running shoe to date. The company highlighted that its athletes have now broken three world records since the shoe’s launch in April 2025, alongside securing over 30 major road race victories, including multiple World Marathon Major titles. Adidas also collaborated closely with its runners on performance apparel, reinforcing its dominance in both footwear and race-day gear as the marathon’s global visibility is expected to further boost demand.
Despite Adidas’ commanding presence, On also celebrated a strong showing. Hellen Obiri finished second in the women’s race with a time of 2:15:53, just 12 seconds behind Assefa. Competing in On’s innovative LightSpray Cloudboom Strike, a laceless shoe developed using robotic technology, Obiri demonstrated her continued consistency at the highest level. With prior victories in major races like Boston and New York City, her podium finish in London underscored both her endurance and the growing competitiveness among performance-focused running brands.
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