Shares of Adidas rose Monday after the company’s latest racing shoe gained worldwide attention following a historic performance at the recent London Marathon, adding momentum just days after the Boston Marathon season spotlight.
The company’s stock climbed about 2% after Kenyan runner Sabastian Sawe became the first athlete to run an official marathon in under two hours, winning Sunday’s London Marathon in 1:59:30 while wearing Adidas’ new Adizero Adios Pro Evo 3.
The feat gave Adidas a major marketing boost in the highly competitive performance-running market, where rival Nike has long been associated with cutting-edge marathon footwear.
Sawe broke the previous world record of 2:00:35 set at the Chicago Marathon by the late Kelvin Kiptum.
The shoe also appeared on other top finishers Sunday. Ethiopia’s Yomif Kejelcha, runner-up in his marathon debut, and Tigst Assefa, who set a new women-only world record, also wore the Evo 3.
The performance has drawn fresh attention to Adidas’ “supershoe” technology, which uses ultra-light materials, specialized foam and carbon-plated soles designed to improve efficiency. Adidas said the Adizero Adios Pro Evo 3 weighs about 97 grams on average, roughly 30% lighter than the previous model, and can improve running economy by 1.6%.
The shoe is scheduled for release Thursday at $500 per pair through the Adidas app, with a broader rollout expected during the fall marathon season.
While the price places it beyond the reach of many casual runners, elite-level performances often influence broader consumer demand for more affordable training and racing models across the brand’s lineup.
The timing is notable as spring marathon season concludes following high-profile races in Boston and London, two of the sport’s most visible stages. Success at those events can significantly shape runner interest and sales heading into summer training cycles and fall marathons.
Despite Monday’s gain, Adidas shares remain down about 18% this year amid investor concerns over U.S. tariffs and geopolitical tensions in the Middle East.
Source: Reuters