Global sportswear makers are doubling down on marathons as a strategy for customer loyalty and expansion. ASICS and other major players are capitalizing on the post-pandemic running boom, viewing large-scale competitions as prime opportunities to deepen brand engagement. The racing season of 2026 has brought renewed focus on these events as marketing platforms.

This shift reflects a broader industry trend where companies are investing heavily in community-building around endurance sports. Marathons offer brands direct access to passionate runners who often become long-term customers. The strategy goes beyond simple sponsorship, creating year-round relationships with participants through training programs, exclusive content, and product customization.

For ASICS and competitors, the timing is strategic as running participation continues to climb globally. These companies are positioning themselves not just as equipment providers but as integral parts of the running lifestyle. The approach appears to be paying dividends, with marathon-focused marketing campaigns driving both brand awareness and sales growth in the competitive sportswear market.