Brooks is a well-known centennial brand, but for Chinese runners—especially those on the mainland who only took up running in recent years—it arrived on their radar relatively late.
After its distributor exited the mainland market in 2017,Brooks did not return to the domestic market until 2022, and it initially re-entered only through online sales,not opening its first physical store in Shanghai until 2024; it has recently opened stores in Beijing and Chengdu as well.
Its exit at the time sadly caused Brooks to miss China’s explosive growth phase in running; by the time it returned, China had already become a hub for the running-shoe industry, and alongside the established global brands the rise of Chinese brands has left much less market space for Brooks.
Although Brooks, relying on Ghost、Glycerin its classic lines, has built a reputation among runners, for the brand product strength is still more convincingly demonstrated through races, champions, results and super racing shoes.
Therefore, we've seen Brooks make frequent moves this year; first,launching the "222 Project" and Josh Kerr issuing a high-profile declaration—ultimately he shattered the mile world record with 3:42.66 at the Diamond League London.
Recently,Clayton Young they similarly issued a declaration ahead of the Chicago Marathon, attempting to target the U.S. national record. And in the Chinese market Brooks has also signed China’s 800 m record-holderXi Xiaoheng, all of which demonstrates Brooks' expectation and determination for speed. From our observation, Brooks' preferred marketing moves are, first, partnering with KOLs around the six World Marathon Majors and the Beijing/Shanghai marathons, and second, going all out to take part in the "sub-3" battles.
Globally, Brooks' sales performance has been quite strong, and the China market is growing rapidly. Given its return to the Chinese (and broader Asian) market, a doubling of sales figures is also reasonable.
Shanghai 10K Elite Race
Brooks' stepping stone
People often say land in Shanghai is worth its weight in gold, and road races there are no different. As one of the Shanghai Marathon series events, the Shanghai 10 km Elite Race is indeed a scarce resource for many sports brands looking to expand.The Shanghai 10 km Elite Race is a 10-kilometer event for 5,000 runners—it may not seem large in scale, but this isthe country's only World Athletics Gold Label 10 km road race, with a stature roughly equivalent to events like the Beijing Marathon and Hangzhou Marathon.At the same time,the Shanghai 10 km Elite Race can also be seen as an entryway to the Shanghai Marathon. Because of the Shanghai Marathon series' special direct-qualification mechanism, one important route for many elite runners to reach the Shanghai Marathon begins with the Shanghai 10 km Elite Race, where progressing through the ranks depends above all on racing fast.Races are where a "racing DNA" is naturally forged; Brooks can use this platform to more seamlessly integrate its racing technologies and tell its story. Moreover, this race is a stepping stone for Brooks—a foothold in China’s running market.A stone thrown into a lake
Brooks' successful pairing with the Shanghai 10 km Elite Race is like a stone thrown into a lake for the whole running industry. Shanghai's role in China's running scene is pivotal—arguably the most important market.For a brand to gain and keep a foothold in Shanghai, owning an event of its own is an important step, so the race's significance changes accordingly. But overall, demand outstrips supply—it's hard to imagine Brooks' success won't make other brands eager to secure a Shanghai Marathon series event.For example, On and HOKA have a strong voice in the Chinese market: their training camps are thriving and their product lineups are expanding. Securing an event sponsorship would make their presence feel more complete and allow for targeted marketing. On sponsors the Zürich Marathon, and HOKA also holds sponsorships of the Paris Half Marathon and 10K events.Chinese brands have the same considerations,and in recent years domestic running-shoe brands have made huge strides in product performance, revealing China’s ambitions. It’s said one Chinese brand once bid an astronomical sum for a slot in the Shanghai Marathon but ultimately failed; Xtep, meanwhile, established a direct presence at Century Park—showing that landing on Shanghai's shores has long been highly attractive to Chinese brands.Anta has taken Guangzhou, Li‑Ning holds Wuxi, and Xtep sits firm in Xiamen—each of the country's top three has its own base, but none have truly rooted in Shanghai. Brooks' arrival will give these brands some new ideas; the old balance has been broken. Who wouldn't want to be the first Chinese brand to stage a race in Shanghai?A new sponsorship landscape for the Shanghai Marathon series
After the sponsors for this Shanghai 10 km Elite Race were announced, the sponsorship picture for the Shanghai Marathon series changed again.Nike still holds the ace for the Shanghai Marathon, while adidas is tightly tied to the Shanghai Half Marathon.One east, one west, facing each other across the river.Additionally,the Changning Women's Half and the Suhe Half are sponsored by New Balance and Saucony, respectively.Saucony and Brooks, both from the U.S., have a similar story: each missed key periods of growth in the Chinese market and are now fighting to win back serious runners. However, on the commercial side, Saucony's China presence is being 'handled' by Xtep.After the Suhe Half, Saucony established its own "territory"; now its compatriot has the chance to plant roots in the Magic City via the Shanghai 10K Elite Race.As a side note, this year's Shanghai Marathon also added a Shen'ai Run—don't underestimate that short 6 km: it will draw 15,000 participants, more than the road races in many cities.Does holding races over the next two days mean there will be new sponsorship opportunities?We don't know yet, but for brands isn't this a hot commodity?Races are a stage for runners and a showcase for sports brands; having your own home turf gives you the chance to tell more stories and influence more people. As the new sponsor, what new moves will Brooks make? Do you approve of this sponsorship, and what activities do you expect Brooks to run?
