Reports

Marathon Season: The Super Shoes & Messaging Strategies

At the 2026 London Marathon, Sabastian Sawe ran a historic sub-two-hour marathon (1:59:30), while Tigst Assefa broke her own women-only world record (2:15:41). Both athletes wore the adidas Adizero Adios Pro Evo 3. We examine a selection of this year’s super shoes and marathon season messaging strategies.