Running News Daily

IN TRACK AND FIELD, tenths (and even hundredths) of a second can make or break a race. Performance depends on extremely precise measurements and time rules all. So it makes sense that luxury watch brands would look to those athletes as natural billboards, placing their timepieces on the wrists of some of the sport's top performers.

When Noah Lyles, the fastest man in the world, settled into the blocks for the 200-meter finals at the U.S. Olympic Trials in June, 4.5 million viewers tuning in via NBC and Peacock could see the glint of the sun off what appeared to be a $50,000 Omega watch.

Wearing this type of timepiece during a 19.53-second sprint is clearly a flex, since “there’s no performance reason for [these athletes] to wear luxury watches,” explains Aaron Rapf, the founder and CEO of Advantage Sports Marketing Group, a sports agency that connects brands with athletes.

Runners are no stranger to pricy performance watches (a high-end Garmin can cost upwards of $900), and luxury watch companies are increasingly aligned with elite runners to “connect their company values to the sports landscape—which is one of the last bastions of true culture,” he adds. “If you want to be in a moment where you attract millions of people’s eyeballs at one time, it’s sports.”

These race day cameos are part of a more subtle approach to marketing, says Pierre-Loïc Assayag, CEO and co-founder of Traackr, an influencer marketing software company. “In the past, luxury brands were more focused on the product and the luxury associated with that product,” he says. “Now, these companies are taking the top athletes and putting them in front of their target audience, or one close to it, to demonstrate by proximity that ‘we are the precision brand’ or ‘we are the endurance brand.”

The kind of maneuvering uses a third party—one that’s fast, flashy, and accomplishing amazing feats—to craft an image the brand wants audiences to respond to. And by choosing athletes as brand champions, companies deftly align themselves with the hallmarks of high performance: precision, prestige, innovation, exclusivity, heritage, and craftsmanship.

In the past, those buzzwords were more likely to call to mind country club-esque activities (think: tennis or horseback riding) or auto racing, where the traditional consumer has been very upper class, living a high-cost lifestyle. But as culture skews more towards sport, health, and wellness, leaning into the popularity of running opens companies up to a new class of consumers, says Jessica Quillan, a luxury fashion brand and content strategist. “Track and field seems more accessible, because even though these athletes are performing at a super elevated level, anyone can go out and run,” she explains.

By association, watches become a more accessible form of wearable luxury. You may not wear one to train or on race day like the elite, sponsored atheltes, but a sporty aesthetic can translate into your everyday life; post-run, you can still swap your COROS smartwatch for a sleek, sporty timepiece from a brand like Omega (which happens to sponsor the Diamond League, an annual series of pro track and field competitions). And though you may not be ready to buy a five-figure watch now, these companies are playing the long game; by connecting themselves with major players in sport, they’re hoping to build brand recognition and loyalty among potential future customers.

The Watch Brands Olympic Runners Are Wearing

For those looking to upgrade their Garmin—now or as a future reward for finally achieving that personal best—these are a few of the luxury watches your favorite track and field stars have been sporting.

Two-time Olympic gold medalist Sydney McLaughlin-Levrone, who will represent Team USA in Paris again after breaking her own World Record in the 400-meter hurdles in June, has been sponsored by Tag Heuer since 2021.

Tag Heuer is often considered the Cadillac of luxury watches, and McLaughlin-Levrone’s preferred watch, the Connected Calibre E4, is closest to the average runner’s GPS smartwatch: It operates on Wear OS by Google; has a 1.28-inch AMOLED display with crisp resolution; houses a heart rate sensor, barometer, and compass; and holds a 24-hour charge, including a one-hour sports session. The basic model, which includes a rubber strap, starts at $1,250.

Olympic bronze medalist Josh Kerr is a double World Champion—in the 1,500-meter and 3,000-meter—which made him a natural representative for Swiss watch brand Longines, the official partner and timekeeper of the 2022 Commonwealth Games in Birmingham. Kerr, who is not currently working with Longines, recently ran a 3:45.34 in the Bowerman Mile, a historic and prestigious race held annually at the Prefontaine Classic in Eugene, OR, to set a new world-leading time in the event and a new British record. Back in 2022, Kerr wore the-limited edition HydroConquest XXII Commonwealth Games, a sporty steel dive watch with an automatic caliber, or engine, one-directional ceramic bezel, luminescent indices and hands, and an anti-reflective coating for crystal clear readability in any situation.

In addition to their Paris 2024 partnership, Omega is the official sponsor of the Diamond League (an annual series of elite track and field competitions) and counts Noah Lyles—one of the biggest personalities in track and field—as an ambassador. Lyles, who earned a bronze medal in the 200-meter race at the 2020 Tokyo Games and has his sights on breaking Usain Bolt’s records in the 100- and 200-meter races, wears Omega’s iconic Speedmaster Moonphase.

This style was introduced in the 1980s, but the latest model—an oversized, steel-on-steel timepiece—was the first to earn a Master Chronometer certification thanks to a self-winding engine designed to withstand temperature fluctuations, water immersion, and electromagnetic frequencies. The timepiece can also hold up to the shock that comes with covering 100 meters in less than 10 seconds (when it's on Lyles's wrist, at least).

Sprinter Dina Asher-Smith is the fastest British woman on record, with two Olympic bronze medals from the 4 x 100-meter relay to her name. She’s also no stranger to luxury partnerships, having previously modeled for Louis Vuitton, Valentino, and Off-White, and has been working with Hublot since 2018. Asher-Smith has promoted a variation on Hublot’s flagship model, the Big Bang One Click, which starts at $14,200.

Its smaller face was designed for slimmer wrists, and uses the brand’s patented “One Click” fastening system so wearers can swap out the straps for other colors or materials. The sporty, semi-skeletonized hands balance out flashiness of the diamonds on the bezel, and a self-winding caliber packs plenty of power into the compact timepiece.

Ahead of what she says will be her final Olympic Games, Jamaican sprinter Shelly-Ann Fraser-Pryce—the most decorated athlete in 100-meter history—announced a partnership with Richard Mille. Fraser-Pryce wears the RM 07-04 Automatic Sport, the first women’s sports watch from the McLaren of watch brands, which retails at $185,000 (it’s the same watch Nafi Thiam, a double Olympic champion from Belgium, wore while setting a new pentathlon world record in 2023). The skeletonized aesthetic is housed in a compact case with rigid finishings for shock-resistance, and the button on the side allows the wearer to switch between winding, neutral, and time setting modes for the crown. While it would be nearly impossible to read during a race, at 36 grams it’s lighter than most standard running watches.

At 67, Canadian runner Pete Benson is preparing to take on one of the most extraordinary endurance challenges in marathon running: completing seven marathons across seven continents in just seven days while raising money for a cause that reaches far beyond the finish line.

Hailing from Grand Manan, New Brunswick, Benson is set to participate in the Great World Race, an ambitious event that combines the physical demands of marathon running with a demanding journey around the globe. The challenge will require him to complete seven full marathons, each covering 42.195 kilometres, while travelling between continents on a tightly scheduled itinerary.

The challenge is scheduled to begin on November 15, 2026, with pre-event activities expected to start around November 12. Benson's adventure will begin in Antarctica, where the icy terrain and harsh conditions will provide a formidable introduction to the week ahead.

The opening marathon is scheduled for Wolf's Fang in Antarctica, where Benson will face the unfamiliar and potentially unforgiving conditions of the frozen landscape. Reflecting on the prospect of running through the ice and snow, he admitted that the experience is intimidating.

"That's pretty, pretty scary in itself," he said. "Through the ice and snow."

From Antarctica, Benson will travel to Cape Town, South Africa, for his second marathon on November 16. The journey will then continue to Perth, Australia, on November 17, followed by Singapore on November 18. On November 19, he is scheduled to race in the Algarve, Portugal, before heading to Cartagena, Colombia, on November 20. The challenge will conclude in Miami, United States, on November 21.

The demanding itinerary will leave little time for conventional recovery. After each marathon, Benson will need to travel to the next destination, navigate changing time zones and prepare for another 42.195 kilometres. Managing fatigue, nutrition, hydration and sleep will be essential as he attempts to complete the seven races within a single week.

Benson described the unusual routine that awaits him, highlighting the relentless cycle of running and travelling that defines the challenge.

"We run the race, get back on the bus, back on the plane, head to the next one and away we go around the world," Benson said. "That plane becomes our hotel and restaurant for the week, pretty much."

Beyond the physical demands, Benson recognises that taking part in such an ambitious international adventure comes at a considerable financial cost. He describes running as a personal investment, one that has provided him with valuable experiences and opportunities to discover more about himself.

"It's certainly a want, not a need," he said. "Some people go on river cruises and other things that they spend their money on and I spend my money on running and I've learned a lot from it."

Despite the expense, Benson believes the experience is worth the investment.

"So I think the investment is worth it, but it is extravagant," he said.

However, his motivation extends beyond personal achievement. Benson is also using the challenge to raise money for a nonprofit organisation that funds clean-water projects in countries around the world. The fundraising initiative is voluntary and is not a requirement for participating in the event.

By connecting his running adventure to a cause with a tangible impact on communities, Benson hopes to give every kilometre a greater purpose. His effort demonstrates how an individual sporting challenge can also become an opportunity to support work that improves lives.

"I'm happy that there's a purpose behind every mile that I run," he said.

That purpose adds another dimension to Benson's ambitious undertaking. While the seven marathons will test his physical strength, mental resilience and ability to recover between races, his fundraising mission will allow him to contribute to efforts aimed at improving access to clean water around the world.

As November 15 approaches, Benson is preparing for a demanding week that will take him from the ice and snow of Antarctica to the streets of Miami, with five other destinations in between. Each marathon will bring a new test, requiring careful preparation, determination and the ability to keep moving forward despite accumulating fatigue.

At 67, Benson is setting out to complete an extraordinary endurance challenge while supporting a cause beyond himself. Seven marathons, seven continents and seven days will test his limits, but his journey will carry a purpose that extends far beyond the finish line.

Kenyan twins Caroline and Purity Gitonga delivered outstanding performances at the 2026 Valencia Half Marathon in Spain, with both athletes setting new personal bests in a memorable display of endurance, determination, and sibling excellence.

Caroline led the way, clocking an impressive 1:04:59 to finish sixth in the women's race. The performance marked a significant breakthrough for the talented Kenyan, who improved her previous personal best of 1:06:26 by 1 minute and 27 seconds, underlining her continued progress among the world's leading half-marathon runners.

Her twin sister, Purity, was equally impressive, crossing the finish line in 1:05:56 to secure 11th place. She shaved 1 minute and 35 seconds off her previous personal best of 1:07:31, completing a remarkable day for the sisters as they both reached new milestones in their athletic careers.

Their performances highlighted the strength of Kenya's distance-running tradition while showcasing the individual talent and shared determination that have made the Gitonga twins athletes to watch. Competing on one of the world's fastest half-marathon courses, Caroline and Purity demonstrated their ability to translate hard training into significant improvements on the international stage.

Having a twin sister who understands the demands of elite athletics can provide a unique source of motivation. From the discipline required during training to the challenges of competing against the world's best, the sisters share a journey that extends beyond the finish line. Their latest achievements in Valencia offer another inspiring example of how ambition, perseverance, and mutual encouragement can drive athletes toward new heights.

For Caroline, finishing sixth in 1:04:59 represents another important step in her development, while Purity's 1:05:56 performance confirms her own impressive progress. Although they finished several places apart, their achievements tell the same powerful story: two athletes pushing their limits and continuing to improve against a highly competitive international field.

Valencia once again provided a stage for exceptional distance-running performances, and the Gitonga twins made the most of the opportunity. Their personal bests are not only a testament to their hard work but also an encouraging sign of what they could accomplish as they continue to gain experience and pursue even greater ambitions.

Two sisters, two personal bests, and one unforgettable day on the roads of Valencia. Caroline and Purity Gitonga have given Kenyan athletics another reason to celebrate, and their latest performances will undoubtedly strengthen interest in what the talented twins can achieve in the seasons ahead.

Australian endurance athlete Mick Marshall has achieved an extraordinary milestone at the 2026 Marine Corps Marathon in Washington, D.C., setting a world record for the fastest marathon completed on crutches after crossing the finish line in an incredible 5:35:50.

Representing Altra as an elite athlete, Marshall demonstrated remarkable determination and perseverance throughout the 26.2-mile (42.195-kilometre) race, turning one of the world's most celebrated marathon events into a stage for an inspiring display of human resilience.

Completing a marathon is a demanding physical challenge for any athlete, requiring months of preparation, mental strength and the ability to push through fatigue. Covering the same distance on crutches presents a different set of challenges, placing considerable demands on the upper body, coordination and endurance. Marshall's achievement highlights the dedication required to overcome obstacles and pursue goals that many might consider beyond reach.

The Marine Corps Marathon, renowned for its patriotic atmosphere, enthusiastic spectators and scenic course through the nation's capital, provided a memorable setting for the record-breaking performance. As thousands of runners pursued their own finish-line goals, Marshall carved out a special place in the event's history with his remarkable effort.

Beyond the record itself, Marshall's achievement carries a message that resonates far beyond the running community. Every movement toward the finish line required determination, patience and an unwavering commitment to the challenge before him. His performance is a reminder that greatness is not measured solely by how quickly someone reaches a destination, but also by the courage it takes to pursue a goal despite the difficulties along the way. For aspiring athletes and anyone facing personal challenges, his accomplishment offers a powerful lesson in perseverance, self-belief and the importance of refusing to give up when the journey becomes difficult.

His performance also serves as a reminder that marathon running is about far more than finishing times and podium positions. It is a test of courage, commitment and the willingness to redefine personal limits. Marshall's accomplishment demonstrates that the spirit of distance running extends beyond conventional expectations, inspiring athletes and spectators alike to reconsider what is possible through determination and hard work.

Marshall's remarkable run also reinforces the inclusive spirit of distance running, where the finish line belongs to everyone willing to take on the challenge. Whether competing for a championship, chasing a personal best or simply striving to complete the distance, every runner has a story worth celebrating. By setting a world record on crutches at one of America's prominent marathon events, Marshall has added an unforgettable chapter to that story, encouraging others to look beyond perceived limitations and pursue their ambitions with renewed confidence.

For Marshall, the 5:35:50 finish represents more than a time on the clock. It marks an extraordinary personal achievement and a moment that celebrates perseverance, resilience and the determination to keep moving forward. His performance has brought renewed attention to the remarkable possibilities within endurance sport and the many different ways athletes can challenge expectations.

Marshall's achievement at the Marine Corps Marathon stands as a powerful testament to the human spirit, demonstrating that success is not always about having the easiest path, but about finding the strength to keep going. His 5:35:50 performance is a reminder that the finish line can represent much more than the completion of a race: it can symbolise courage, possibility and the extraordinary things people can accomplish when they refuse to give up.

The 23rd edition of the Standard Chartered Nairobi Marathon delivered a spectacular celebration of endurance, determination and competitive excellence on Sunday, October 25, 2026, as Abraham Kiptum and Mercy Kandie Rotich claimed the men's and women's 42km titles in a memorable showcase of Kenyan road-running talent.

With thousands of runners taking to Nairobi's Southern Bypass, the full marathon provided a compelling test of physical strength, tactical discipline and mental resilience. For the elite athletes at the front, every kilometre presented an opportunity to gain an advantage, while the demanding distance required unwavering concentration from the starting gun to the finish line at Uhuru Gardens.

In the men's race, Kiptum produced an impressive performance to secure victory in 2:10:35, narrowly missing the course record by just 23 seconds. The 37-year-old Kenyan demonstrated his experience and endurance throughout the contest, ultimately establishing himself as the strongest performer over the 42.195-kilometre distance.

Kiptum's victory was particularly significant given his recent return to competitive marathon running. The athlete from Kapsabet had continued rebuilding his career and arrived in Nairobi following victory at the CRDB International Marathon in Dar es Salaam, Tanzania, in August. His latest triumph provided another encouraging chapter in his return to the forefront of distance running.

The men's contest produced an exceptionally close battle for the remaining podium positions. Fellow Kenyan Amos Kipkemoi Cheruiyot finished second in 2:10:37, just two seconds behind the champion, while Mark Kibiwott secured third place in 2:11:05.

Dismas Kiplimo finished fourth in 2:11:15, followed by Henry Kiprono Togom, who completed the top five in 2:11:55. The depth of the leading performances underlined the quality of competition on a morning when the front-runners pushed each other towards impressive finishing times.

Kiptum's performance also highlighted the importance of consistency and preparation in marathon running. Having invested months in training, the experienced Kenyan delivered when it mattered most, navigating the course with the composure required to emerge victorious against a competitive field.

The women's 42km race was equally captivating, with Mercy Kandie Rotich claiming the championship in 2:31:25 after a determined performance over the challenging distance.

Rotich demonstrated resilience and composure as the race unfolded, maintaining her challenge through the later stages before securing the victory. Her performance earned her a place among the latest champions of one of Kenya's prominent annual road-running events.

The battle for the women's title was decided by the narrowest of margins. Peris Jerono finished second in 2:31:27, only two seconds behind Rotich, while Ruth Wakabu completed the podium in 2:31:36. The three leading women finished within just 11 seconds of one another, providing a dramatic conclusion to the contest.

Shyline Jepkorir placed fourth in 2:34:55, while Dorothy Kipkilach finished fifth in 2:36:38, rounding out the leading performers in the women's division.

The narrow margins between the leading athletes reflected the unpredictable nature of marathon racing, where pacing, endurance and the ability to respond under pressure can determine the outcome after more than 42 kilometres of competition.

Beyond the podium battles, the full marathon represented a celebration of the determination that defines long-distance running. Every athlete who took on the distance faced the challenge of managing energy, overcoming fatigue and maintaining the mental strength necessary to reach the finish line.

The Southern Bypass provided the setting for these performances, with the runners navigating the Nairobi course before completing their challenge at Uhuru Gardens. The event brought together elite competitors and recreational athletes, united by the ambition to test their limits over the classic marathon distance.

The 2026 edition once again demonstrated the enduring appeal of road racing in Kenya, a country internationally recognised for producing exceptional distance runners. It also offered a platform for athletes to pursue personal ambitions, compete for prestigious honours and showcase the depth of talent within Kenyan athletics.

For Kiptum and Rotich, however, the day belonged to the pursuit of victory. Their respective performances secured them the coveted men's and women's marathon crowns, while the fiercely contested podium finishes ensured that the 42km races delivered the drama and excitement expected of a major road-running championship.

As the 23rd Standard Chartered Nairobi Marathon concluded, the achievements of the two champions stood out as the defining moments of the full-marathon competition, celebrating not only speed and endurance but also the preparation, perseverance and competitive spirit required to conquer 42.195 kilometres.

The true spirit of marathon running was beautifully displayed at the 2026 Mainova Frankfurt Marathon, where the celebration extended far beyond the elite athletes who crossed the finish line first. In a heartwarming tradition, the race's men's and women's champions waited inside the historic Festhalle Frankfurt to welcome the final finisher, reminding the world that every marathon journey deserves recognition.

As the final runner entered the magnificent venue, the atmosphere transformed into an unforgettable celebration. Confetti filled the air as music, dazzling lights and a red-carpet welcome created a moment usually associated with the sport's biggest stars. Standing alongside the champions, the last finisher received a hero's reception, demonstrating that the achievement of completing a marathon deserves to be celebrated regardless of finishing position.

Ethiopia's Jirata Lelisa Dinki, who won the men's race in an impressive 2:05:26, and compatriot Zeineba Yimer Worku, the women's champion in 2:19:45, were among those celebrating the final runner's remarkable achievement.

Their presence sent a powerful message about the values that make marathon running special. While elite athletes push the limits of human performance in pursuit of victory and fast times, thousands of other runners take on the same 42.195-kilometre challenge for deeply personal reasons. For some, the goal is to achieve a personal best; for others, it is to overcome adversity, fulfil a lifelong ambition or simply reach the finish line.

The final finisher's journey may have taken longer than that of the champions, but the determination required to keep moving forward deserves equal admiration. Every kilometre represents effort, sacrifice and perseverance, and crossing the finish line marks the successful completion of a challenge that demands both physical endurance and mental strength.

Frankfurt's special welcome captured an essential truth about distance running: a marathon is not only a race against the clock but also a personal battle against exhaustion, doubt and the temptation to give up. By waiting for the final runner, the champions helped ensure that the day's celebrations included someone whose achievement might otherwise have gone unnoticed.

In a sport often defined by world records, course records and podium finishes, this touching tradition offers a refreshing reminder that the value of a marathon cannot be measured by time alone. The fastest runners may make headlines for their performances, but every finisher has a story worth telling.

At the Mainova Frankfurt Marathon, the champions had already conquered their own challenges. Yet their decision to welcome the last runner created another memorable moment, showing that greatness in sport is measured not only by what athletes accomplish but also by the respect they show others.

Because when the final runner receives the same warmth, applause and celebration as the champions, the message is unmistakable: every runner matters, every finish line represents an achievement, and nobody should be left behind when it is time to celebrate.