Adidas shares rose this Monday after Kenyan Sabastian Sawe beat Maratona from Londres in a record time of 1h59min30s. The athlete used the Adizero Adios Pro Evo 3 model from the German brand. The feat marks the first time that a runner has completed the official distance under two hours.
The result boosts the company’s visibility in the high-performance racing segment. Yomif Kejelcha, from Etiópia, finished second in 1h59min41s, also wearing the same shoes. Tigst Assefa broke the women’s world record in the event.
Supertênis Adizero weighs less than 100 grams and hits the market
The Adizero Adios Pro Evo 3 weighs an average of 97 grams in standard size. The model uses innovative foam and carbon-coated soles. Ultralight Componentes reduces weight by around 30% compared to the previous version.
Adidas reported that the shoe improves running economy by 1.6%. The launch took place on Thursday. The initial sale will be exclusive through the brand’s app for US$500 per pair. Wider Versão arrives in fall marathon season.
- Peso medium 97 grams
- Redução 30% compared to predecessor
- Melhoria 1.6% in run economy
- Lighter Espuma Lightstrike Pro Evo
- Starting Lançamento for $500 via app
Vitória of Sawe breaks previous record of Kelvin Kiptum
Sawe surpassed the time of 2:00:35 recorded by Kelvin Kiptum in Chicago’s Maratona in October 2023. The Kenyan celebrated by raising his sneaker with the handwritten inscriptions “WR” and “sub-2”. The test took place on Sunday at Londres.
Kejelcha made his marathon debut and also came in under two hours. Assefa set new women’s record. The three athletes competed with the Adizero Adios Pro Evo 3.
Adidas’s Cotação reacts positively in European trading
Adidas shares rose 1.4% in early trading on Frankfurt. The company is down 18% year to date. Investidores cite concerns about Estados Unidos’s tariffs and impacts of the conflict on Oriente Médio.
The recent performance strengthens the brand against rivals like Nike in the running shoe market. Esse segment moves billions of dollars globally and is growing consistently.
Estratégia of Adidas focuses on innovation for elite racing
The German manufacturer has invested in the development of super sneakers for years. Adizero Adios Pro Evo 1 emerged at the end of 2023 after Assefa’s record in Berlim. The current version represents the third model in the line.
Patrick Nava, general manager of Adidas Running, highlighted the company’s pride in the results. Ele cited years of joint work between athletes and the innovation team. The goal is to associate maximum performance with the product.
The shoe uses technology inspired by other sports, like kitesurfing, for the lightweight upper. Adidas plans to expand the availability of the model in the coming months. The focus remains on elite runners, but the visibility should attract recreational consumers.
Racing Mercado sees growth potential with records
Recordes and Londres reinforce the interest in high-tech equipment. Adidas seeks to gain ground in a segment that attracts more and more practitioners. Industry Dados indicate continued expansion in the coming years.
The company did not reveal specific sales projections for the new model. Analistas monitors the impact on third quarter revenues. Maratona’s resulting Londres serves as a global showcase for the brand’s technology.