28 April, 2026 careerofbusiness.com 0 Comments 1 category
The Adidas Adizero Adios Pro Evo 3 that Sabastian Sawe wore during the 2026 London Marathon is placed on a weighing scale.
The ultralight Adidas shoes that Sabastian Sawe wore at the London Marathon on Sunday are displayed here.

Richard Baker / In Pictures via Getty Images

  • Adidas’ Adizero Adios Pro Evo 3 sneakers sold out in the US almost immediately after being released.
  • The sneakers are now appearing on resale sites for as much as $4,000.
  • Three runners who smashed records at the London Marathon were all wearing the Adidas sneaker.

Adidas’ $500 marathon “supershoes” are being resold online for thousands of dollars.

The Adidas Adizero Adios Pro Evo 3 sneakers, worn by the London Marathon men’s and women’s world-record holders this weekend, were available for pre-sale in the US on Monday in limited quantities via the Adidas app and at specialty retailers. The shoes sold out almost instantly.

The sneakers are now being resold on platforms such as StockX and eBay for more than $4,000.

Adidas said the shoes will be released more widely during the fall marathon season.

A shopper at the Adidas running hub in London holds up the Adizero Adios Pro Evo 3 shoes while standing by the signed Sabastian Sawe shoe.
The Adizero Adios Pro Evo 3 shoes were made available at specialty retailers on Monday.

Richard Baker / In Pictures via Getty Images

A big boost for Adidas

The so-called “supershoe” was released only a few days before the London Marathon on Sunday, which saw Kenyan long-distance runner Sabastian Sawe smash the world record.

Alongside Ethiopian long-distance runner Yomif Kejelcha, who finished second, the two men were the first to complete a marathon in under two hours in competitive conditions.

Meanwhile, Ethiopian long-distance runner Tigist Assefa broke the record for the fastest female marathon runner on Sunday. All three runners were wearing the Adidas Adizero Adios Pro Evo 3.

People queueing by a bus stop which displays an Adidas ad of Sabastian Sawe and his record marathon time.
Sabastian Sawe’s record-breaking marathon time was 1 hour, 59 minutes, and 30 seconds.

Richard Baker / In Pictures via Getty Images

This has been seen as a major boost to Adidas’ brand image in the performance sector. It’s also a win over longtime rival Nike, which had equipped the previous marathon record-holders.

Both companies are racing to develop the most advanced footwear technologies. According to the European intellectual property law firm Mathys & Squire LLP, Nike had 374 trainer patent applications published in 2025 — nearly three times as many as its nearest competitor, Adidas, which published 132.

Adidas has been capitalizing on the hype around the London Marathon, displaying physical ads featuring Sawe and his race time.

Its bio on Instagram has also been changed to the time: “1:59:30. Humanity just got faster. #YouGotThis,” it reads.

Read the original article on Business Insider

 

Category: Business

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