Adidas vs. Nike: Battle for 'super shoe' market heats up after London Marathon records

The London Marathon witnessed a historic moment as Kenyan runner Sebastian Sawe shattered the two-hour barrier, clocking an astonishing 1:59:30. He was closely followed by Ethiopia's Yomif Kejelcha, who finished with a time of 1:59:41. Both athletes achieved these remarkable feats while wearing shoes from Adidas, intensifying the fierce competition between the sportswear giants in the lucrative 'super shoe' market.

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For the record, let's add that the second finisher, Yomif Kejelcha from Ethiopia, crossed the finish line with a time of 1:59:41.

This development marks a significant shift in the elite running world, where Nike has long held a dominant position. The late Kelvin Kiptum, who tragically died in a car accident in February 2024, had previously set a world record of 2:00:35 in Chicago in 2023. His successor, Sawe, has now claimed the unofficial record, highlighting Adidas's resurgence.

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Both had Adidas shoes on their feet.

In the shadow of these record-breaking performances, Uganda's Jacob Kiplimo, a prominent Nike-sponsored athlete and the third-fastest marathoner with a personal best of 2:00:28, was seen testing prototype Nike shoes. This move signals Nike's efforts to counter the growing challenge from Adidas and other competitors.

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Nike versus Adidas. The fight for supremacy in the super shoe market.

Nike, which has historically profited immensely from the global popularity of running, faces increasing pressure. A 2025 Strava report indicated that Asics Novablast had become the most popular running shoe, surpassing Nike's Pegasus, which dropped to second place. While this refers to general running shoes, it reflects a broader trend of market share erosion for Nike, which has long dominated the industry by understanding running's low barrier to entry and the essential need for quality footwear.

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Jacob Kiplimo, a Ugandan running star, tested prototype Nike shoes during the London Marathon.