创业10年来，我经历了五次转型。 从媒体主编，到体育公关，这是第一次转型。体育公关是最开始渡过无聊之河的小木筏。马孔多创立后，很快接到一场天津宝 坻的路亚比赛的媒体推广项目，首单20万元，盈利12万元，没想到公关活动挺赚钱，但交付了两个客户之后，没有出现第三个 客户。 第二次转型，是从体育公关到跑步赛事。马孔多一共办过12场赛事，主要是2000人左右的中型马拉松赛事，虽然规模不大，但 可谓千头万绪：与政府沟通；履行公安、消防、食品、卫生等报批程序；赛事报名、招商、交通、住宿、搭建、赛事执行等工 作。 2025年9月《创业三十六记》新书发布会 受访者供图 21世纪经济报道记者王峰 北京报道 马孔多，是诺贝尔文学奖得主加西亚·马尔克斯的魔幻现实主义代表作《百年孤独》中所有故 事发生的地方，是一个从无到有、被拓荒者命名的地方，艾国永很爱这本书。 于是，2015年艾国永创业时，马孔多成为公司的名字，后来成为品牌的名字。 艾国永曾是一家传统媒体的体育版主编，创业后他选择了一条与此相关的赛道——跑步。这是一个站在风口的大市场，艾媒咨 询数据显示，2023年，中国运动鞋服市场规模达4926亿元，预计到2025年增至5989 ...

Core Insights - The article discusses the third wave of running popularity driven by Generation Z, highlighting their enthusiasm for making the sport more fashionable, social, and diverse [1][2] - The number of participants in running events, particularly the London Marathon, has surged, with over 1.1 million registrations for the 2026 event, nearly double the number from two years ago [1] - The demographic of runners is becoming younger and more diverse, with over one-third of participants in the UK aged between 18 and 29 [1] Group 1: Growth of Running Popularity - The current running boom is characterized by a significant increase in participation, with a record number of over 1.1 million people registered for the 2026 London Marathon [1] - The gender ratio among participants is nearly equal for the first time, indicating a shift towards inclusivity in the sport [1] - The increase in runners in England is largely driven by women, with a reported rise of 349,000 female runners from 2023 to 2024 [1][2] Group 2: Influence of Generation Z - Generation Z is reshaping the running landscape, with their preferences for community and mental health awareness influencing their participation [2] - The article notes that running is seen as a more effective way to alleviate depression compared to medication, resonating with the mental health focus of this generation [2] - The emergence of new running clubs that foster a sense of community is contributing to the growth of running among younger demographics [2] Group 3: Marketing and Fashion Trends - Brands are recognizing the willingness of women to invest in high-quality, aesthetically pleasing running gear, which is driving sales and participation [2] - Influential female bloggers and social media personalities are attracting more young women to the sport, creating a network that encourages participation [2] - The integration of fashion into running gear is making the sport more appealing to a broader audience, particularly among younger consumers [2]