Core Insights - The 2025 Shanghai Marathon set a new record with over 350,000 registrations, highlighting its significance as one of China's two World Athletics Platinum Label events [1] - Nike dominated the event, with all top three finishers in both men's and women's categories wearing Nike shoes, particularly the Alphafly 3 and Vaporfly series [1] - Domestic brands showed competitive performances, with Tebu's Feng Peiyou winning the men's category in 2:08:36, while Nike's Alphafly 3 was also popular among top finishers [1] Brand Performance - Nike led the brand choice among the top 100 finishers with 22 pairs, followed by Li Ning with 17 pairs, and Adidas with 11 pairs [2] - The overall brand distribution among the top finishers included Under Armour (9 pairs) and On (8 pairs), indicating a competitive landscape [2] - In the broader context, Li Ning had a notable presence among sub-three-hour runners, with a 22.2% shoe usage rate, while Brooks and Nike followed with 15.8% and 15.3% respectively [5] Competitive Landscape - Compared to the Beijing Marathon held a month earlier, the brand representation was more diverse, with Adidas and Li Ning performing well in the international categories [7] - The competition among brands is intensifying, with Li Ning showing significant growth in its running category, achieving a 15% increase in retail sales for the first half of 2025 [11] - The strategic focus of brands like Li Ning and Salomon reflects a shift towards professionalization and record-breaking ambitions in the running market [10][11] Marketing and Sponsorship Strategies - The marketing strategies of brands are evolving, with significant investments in athlete endorsements and event sponsorships to enhance brand visibility [12] - The presence of elite athletes at events serves as a promotional tool rather than just competitive participation, indicating a shift in brand marketing strategies [12] - The upcoming competition for marathon sponsorships and athlete contracts is expected to escalate, driven by rising athlete fees and brand investments [12][14]