Brazil is one of the 10 biggest running markets for Adidas, says global head of the brand – 09/03/2023 – Na Corrida

Rosemary Wanjiru of Kenya won the women’s category. Ethiopia’s Deso Gelmisa won the men’s.

The Tokyo Marathon, the first major of the year, placed representatives of two of the world’s greatest sporting powers in the highest place on the podium when it comes to long-distance running.

In addition to the dispute between nations for hegemony in the world of marathons, another war, this one much less silent, had its first chapter of the year being fought in Tokyo. While Wanjiru wore Adidas sneakers, Gelmisa won with a Nike model.

The two sports equipment manufacturers dominated the podiums among the world’s main marathons in 2022. Everything indicates that the balance should be maintained this year.

At Adidas, confidence is spoken. the blog On the run exclusively interviewed Alberto Uncini Manganelli, Senior Vice President of Adidas and global head of the company’s running products. The responses, sent by email, were summarized below:

How was 2022 and what to expect for 2023 at Adidas Running?
We’ve had an unprecedented 2021 with 7 world records broken and wins in 54% of the top 50 road races. Last year we were on top of the podium more than any other brand in the world’s major marathons. For this year, our commitment to our racing community is stronger than ever. In addition to the big marathons, our attention is turned to the Athletics World Championship and to the Adizero Road to Records (annual event that takes place at the headquarters of Adidas, in Germany, with the purpose of breaking the world records of the 5k, 10k and half-time). marathon).

How important is the running segment for Adidas?
Running has been a special category for Adidas since Jesse Owens’ medals until today. Offering the best products to our runners remains a top priority for the company. Because all people and runners are different, have different needs and seek different benefits that require specific technologies.

How important is the Brazilian market for Adidas Running?
The Brazilian market is very important for Adidas Running, one of the top 10 markets for running and definitely one of the fastest growing.

Carbon plate shoes changed the game for runners. Probably the most important technological innovation in decades. Are you working on the next technological revolution? What do the running shoes of the future look like?
In addition to the carbon plate, we work with plates made from other materials, such as glass fibers. We’ve also improved the foams in our shoes to create faster models for our athletes.

The running shoe market is very dynamic and competition is fierce. What is Adidas’ strategy to face the competition?
The running shoe market is full of options and we have an ever-growing list of competitors. Adidas works to continually drive innovation and choice for our athletes. For example, our Adizero range offers speed running shoes. Ultraboost focuses on energy return. Our Supernova franchise strives for ultimate comfort for entry-level runners, while the 4DFWD line represents the future of running, offering the smoothest ride and 3D-printed footwear. In short, each of the franchises offers different and specific benefits through different technologies, design and prices, offering a specific and ideal shoe for each runner.

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