Racing for dominance in running shoe market

What started as a goal to lose weight has evolved into a deep passion for running marathons.

Li Xiaoxing, an entrepreneur operating a port trading business in coastal cities, has logged over 10,000 kilometers in the past nine years. Today, at 35, his primary focus for fitness is the marathon.

"I've participated in nearly 100 marathons, including 21 full marathons," said Li. "Running has become a lifestyle, a way to relieve stress and a personal dialogue."

For Li, marathons are more than just running — they are a way to meet like-minded people and explore cities across China and around the world.

"Running allows me to experience different cultures and people. It's a joy with purpose," said Li who recently completed a half marathon in Taiyuan, Shanxi province, clocking in at 1 hour and 32 minutes. "Next, I'm heading to Berlin, Germany, for a marathon, and then Chicago in October."

The medals are more than just personal achievements — they symbolize a moment of recognition in the cities where the races are held.

"Strangers come up to congratulate you. It's one of the best feelings," he added.

A resident of Fujian province, Li said how the annual Xiamen Marathon boosts local consumption and tourism.

Outside of marathons, he and his running mates join local clubs, training rigorously — running 60 kilometers a week and 300 km a month, incorporating varied routes, fitness regimens, and strength training to stay in peak condition.

"Running is simple to start but requires consistent training and preparation to reach your personal best," said Li.

Li also joined a running club, "Don't Wait, No Need" that boasts 2,700 members nationwide. They meet regularly at marathons, especially during peak season when a marathon takes place almost every week.

"We organize breakfast runs and post-race meals," said Shen Haoze, the club's head. The club also collaborates with sportswear brands and media to promote major sporting events, though its main purpose is to connect running enthusiasts.

Shen said that while the commercialization of marathons in China is still in its early stages, the increasing number of running events is driving growth in the sportswear market — particularly in running shoes. The "Outdoor Sports Industry Development Plan (2022-25)" released by the General Administration of Sport of China and eight other ministries and commissions said the total scale of the outdoor sports industry will exceed 3 trillion yuan ($427 billion) by 2025.

The Chinese Athletics Association revealed that a total of 699 running events were held in China last year, involving 6.05 million people.