Adidas shares rose 1.7% on Monday following a historic sub-two-hour marathon victory by Kenya's Sabastian Sawe at the London Marathon. Sawe, wearing Adidas' flagship Adizero Adios Pro Evo 3 trainers, became the first man to achieve this milestone in an official race.
Ethiopia's Yomif Kejelcha placed second in his marathon debut, and Tigst Assefa shattered her own women's world record, all while sporting the same Adidas footwear. The Adizero Adios Pro Evo 3, the third iteration of Adidas' high-performance shoe launched in late 2023, will be available for $500 exclusively through the Adidas app starting Thursday.
This achievement marks a significant marketing triumph for Adidas, leveraging cutting-edge athletic performance to drive brand value and potentially influence future sales.