Core Insights - The Beijing Marathon is set to take place on November 2, highlighting the growing popularity of marathon events as a part of urban culture and tourism [1] - The demand for running gear and services has surged, with domestic brands gaining traction in the market [1][3] - The marathon is becoming a significant platform for brands to enhance their visibility and engage with consumers [1][4] Equipment Segment - Various running shoe brands are actively promoting their products, with Adidas and Li Ning recruiting elite runners for promotional events [3] - In the 2022 Beijing Marathon, international brands dominated the footwear market, with Nike at 45.37% and Adidas at 28.02%, while domestic brands like Jordan and Xtep had lower shares [3] - A shift occurred in 2024, with Xtep leading among sub-three-hour runners at 22.5%, followed closely by Adidas at 22.4% [4] - The competition among brands is intensifying, with sponsorships and collaborations with running groups becoming key marketing strategies [4] Consumer Behavior - The running community is increasingly spending on apparel and wearable technology, with expenditures on running clothing and shoes rising from 29.98% in 2023 to 35.02% in 2024 [5] - Li Ning's footwear accounted for 55.6% of its revenue in the first half of 2025, with a 15% increase in retail sales for its running category [5] New Professions - The emergence of marathon pacers has created a new service market, with earnings ranging from 500 to 6000 yuan per event depending on the service level [6] - Marathon photographers are also becoming prominent, with income varying based on their collaboration with brands or event organizers [7][8] Tourism and Logistics - Hotel bookings in Beijing surged by 28% around the marathon, with areas near the marathon route seeing a 52% increase in reservations [12] - Logistics companies like SF Express are implementing comprehensive support systems for the marathon, including storage and delivery of runners' gear and supplies [14][15] Commercial Integration - Local businesses are enhancing their offerings around the marathon, with food and retail services tailored to meet the needs of participants [10][11] - The integration of sports, culture, and commerce is evident in various initiatives aimed at creating a unique consumer experience during the marathon [10]

从全马到半马，从一线城市到新二线城市，跑步赛事正在成为"城市名片"的新玩法。中国田径协会发布 的《2024年中国路跑工作报告》显示，2024年全国累计举办各级各类路跑赛事749场，总赛事规模达 704.86万人次。火爆的马拉松赛场，明面上是跑者与跑者的竞争，而脚下，却是跑鞋品牌的"战场"。 2017年推出React科技和ZoomX材料，进一步提升跑鞋的舒适性和缓震回弹性，推动了中底技术的革 新。 虽然时间相对较晚，但国产跑鞋在技术层面冲破瓶颈，并借助技术突破在马拉松赛事中"上桌"。2018 年，匹克推出了其标志性的态极科技，标志着国产跑鞋在这一领域实现突破；2019年，李宁在国内首次 推出创新的䨻科技，融合了PEBAX材料；同年，特步也发布了动力巢PB科技的全新升级版，并推出了 竞速160X1.0代跑鞋。安踏则于2021年9月正式推出自主研发的跑鞋中底技术"氮科技"。同一年，361°的 飞燃、李宁的飞电2.0Elite、特步的160X均已进入世界田径协会认证的参赛碳板跑鞋榜单。 当马拉松成为战场，营销也在这里开打，近年来，对于各地马拉松赛事的赞助及与知名跑团或者破三跑 者的合作正在成为跑鞋品牌在赛场上的重要营 ...