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.

Most Olympic marathoners spend their youth focused on running. They join track clubs, compete in national championships, and pursue the sport from an early age.

Julia Mayer’s journey was very different.

Today, Mayer is Austria’s marathon record holder, a multiple national record holder on the roads, and an Olympian. Yet for much of her athletic life, running was not her primary sport.

For 16 years, she played soccer.

Then she discovered something that would change her life.

“I noticed that I was really fast in the fun runs and that it was really, really fun,” Mayer said when reflecting on her transition from soccer to distance running.

What began as curiosity quickly became a passion. She eventually made the bold decision to leave soccer behind and focus entirely on running. It was a move that surprised many people around her, but Mayer believed she had found her true athletic calling.

The decision proved to be the right one.

Within a few years, Mayer developed into one of Europe’s top marathon runners. Her steady improvement carried her from local races to the international stage, where she began rewriting Austria’s record books.

She now holds Austrian records in the marathon, half marathon, and road 10K. Her marathon best of 2:26:08 established her as the fastest female marathoner in Austrian history. Her performances in the half marathon and 10K have further cemented her place among the country’s all-time great distance runners.

Her rise culminated with qualification for the 2024 Olympic Games in Paris.

Competing in the Olympic marathon represented the realization of a dream. On one of the most challenging marathon courses ever used for the Olympics, Mayer ran courageously against the strongest field in the world and finished 55th in her Olympic debut.

Behind the scenes, success has come through extraordinary dedication. During marathon preparation, Mayer trains twice a day and covers approximately 200 kilometers, or 124 miles, each week. The workload demands discipline, patience, and a deep commitment to continuous improvement. 

What makes her story especially inspiring is not simply the records or the Olympic appearance.

It is the fact that she found her greatest talent later than many elite runners.

In a sport where athletes are often identified at a young age, Mayer’s journey serves as a reminder that potential does not always reveal itself early. Sometimes it takes years of experience, a willingness to try something new, and the courage to follow a different path. 

The former soccer player who once chased a ball across a field is now chasing history on the roads of Europe.

And according to those closest to her, her best performances may still be ahead.

For runners of every age and ability, Julia Mayer’s story delivers a powerful lesson: it is never too late to discover what you are capable of.

From soccer player to Olympian, her journey proves that remarkable achievements can begin when least expected.

Megan Keith produced the performance of her career in Oslo on Thursday night, shattering one of Scotland’s longest-standing distance running records and cementing her place among Britain’s greatest female 3000m runners.

The 24-year-old clocked a sensational 8:28.35 over 3000m, breaking the Scottish outdoor record that had stood for nearly four decades. In doing so, Keith eclipsed the previous mark of 8:29.02, set by Scottish legend Yvonne Murray back in 1988, ending a record reign that had lasted 38 years.

Keith’s breakthrough run was more than just a national record. The performance also propelled her to third on the UK outdoor all-time list, placing her behind only two of Britain’s most celebrated distance runners — Paula Radcliffe, who leads the rankings with 8:22.20, and Laura Weightman, whose 8:26.07 remains the second-fastest outdoor mark by a British woman.

The significance of Keith’s achievement is amplified by the calibre of athletes she now joins in the record books. For decades, Murray’s mark stood as one of Scottish athletics’ most untouchable records, surviving generations of elite competitors. Keith has now succeeded where many outstanding runners have fallen short, announcing herself as one of the leading distance talents in British athletics.

Her time also compares favourably with the best performances produced indoors. Olympic medallist Laura Muir ran 8:26.41 indoors in Karlsruhe in 2017, underlining just how exceptional Keith’s outdoor effort in Oslo truly was.

The run continues a remarkable rise for the Scottish star, whose progression over recent seasons has transformed her from a promising prospect into a genuine force on the international stage. Running with confidence and composure against elite competition, Keith demonstrated both the speed and endurance required to challenge the very best in Europe and beyond.

With the World Championship season gathering momentum, Keith’s record-breaking display sends a powerful message. Not only has she etched her name into Scottish athletics history, but she has also established herself as a serious contender in one of the sport’s most competitive events.

In Oslo, Megan Keith did far more than break a record. She ended a 38-year wait, climbed into the upper echelon of British distance running, and delivered a performance that may prove to be a defining moment in her career.

British middle-distance talent Phoebe Gill took another significant step forward in her return to top form, producing a determined victory over 800 metres at the Meeting de Marseille in France on Wednesday.

Competing in challenging, wind-affected conditions, the 19-year-old demonstrated both resilience and composure as she held off a late charge from Switzerland's Veronica Vancardo to secure the win in 2:00.81. Vancardo finished just three hundredths of a second behind in 2:00.84, underlining the fiercely contested nature of the race.

While the margin of victory was narrow, the result represented another encouraging milestone for Gill as she continues to rebuild momentum following her injury setback. The young Briton showed impressive race awareness and strength in the closing stages, maintaining her advantage despite the difficult conditions that made fast running a challenge throughout the evening.

The Marseille triumph adds to a growing body of evidence that Gill is steadily progressing toward her best form. Earlier in her comeback campaign, she clocked 2:01.50 for 800m in Bydgoszcz before demonstrating her versatility with a strong 4:05.53 performance over 1500 metres at the BMC Grand Prix meeting in Trafford.

Those performances have highlighted not only her improving fitness but also her ability to compete across multiple distances as she carefully builds her season. The Marseille victory now provides further confirmation that the European junior star is moving in the right direction.

Gill emerged as one of Britain's most exciting middle-distance prospects through a series of breakthrough performances as a teenager, earning widespread recognition for her fearless racing style and remarkable maturity. Injury temporarily interrupted that upward trajectory, but her recent results suggest she is steadily rediscovering the form that made her one of the sport's brightest young talents.

With each race, the signs of progress become increasingly evident. Winning in difficult conditions and under pressure from a quality field is often a stronger indicator than a fast time alone, and Gill's latest success demonstrated exactly those qualities.

As the summer season gathers pace, the Marseille victory offers another confidence boost for the British teenager, whose return continues to gain momentum. If her recent progression is any indication, Gill could soon find herself back among the leading names on the European middle-distance circuit. 

The NCAA Track and Field Championships delivered a moment few could have predicted as Ja’Kobe Tharp produced one of the most astonishing performances in the history of sprint hurdling, rewriting the record books in spectacular fashion.

Competing in the opening round of the men’s 110-meter hurdles, the Auburn star stunned the athletics world by clocking an incredible 12.75 seconds, becoming the first athlete ever to break the 12.80-second barrier. In doing so, he eclipsed the long-standing world record of 12.80 set by Aries Merritt in 2012, a mark that had stood as one of the sport’s most revered achievements for more than a decade.

What makes Tharp’s breakthrough even more remarkable is the scale of his improvement. Entering the championships, the defending NCAA and U.S. champion had recorded a season-best of 13.05 seconds. Yet under the brightest spotlight, he unleashed a performance that exceeded every expectation, slicing an extraordinary 0.26 seconds from his personal best in a race that instantly became one of the greatest ever run.

The achievement sent shockwaves throughout the track and field community. While Tharp arrived in Eugene as one of the leading contenders for the NCAA title, few envisioned a performance capable of redefining the limits of the event. Instead, the American hurdler delivered a race for the ages, combining flawless technique, explosive speed, and impeccable rhythm from the first hurdle to the finish line.

The historic run not only secured his place in athletics history but also transformed the outlook of the championship. With the world record now in his possession, Tharp advances to the final as the overwhelming favorite, carrying momentum that could make an already unforgettable weekend even more extraordinary.

For years, the 12.80 barrier appeared untouchable. On a stunning day at the NCAA Championships, Ja’Kobe Tharp proved otherwise, producing the kind of performance that reminds fans why sport remains so unpredictable. In a matter of seconds, he turned a routine qualifying round into a landmark moment that will be remembered for generations.

The world record no one saw coming is now a reality—and Ja’Kobe Tharp is the man who changed history.

A new chapter in middle-distance running may have begun in Oslo after American teenager Cooper Lutkenhaus produced one of the most remarkable performances of the season, narrowly defeating reigning Olympic champion Emmanuel Wanyonyi in a thrilling men's 800m contest at the Diamond League meeting.

The 17-year-old sensation shocked a world-class field by crossing the finish line first in a race that came down to the smallest of margins. After an intense battle over the final metres, Lutkenhaus held off Wanyonyi by just one hundredth of a second, producing a dramatic finish that left the packed stadium in disbelief.

From the opening lap, the pace was relentless as the leading contenders positioned themselves for a fierce showdown. As the athletes entered the home straight, Wanyonyi appeared poised to unleash his trademark finishing kick. However, Lutkenhaus refused to be intimidated, matching the Olympic champion stride for stride before producing a perfectly timed lean at the line to secure a historic victory.

The result marks a breakthrough moment for the young American, who continues to establish himself as one of the brightest talents in global athletics. Defeating an Olympic champion at a Diamond League event is a feat many athletes spend entire careers pursuing, yet Lutkenhaus achieved it before reaching adulthood.

For Wanyonyi, the narrow defeat does little to diminish his status as one of the world's premier 800m runners. The Kenyan once again demonstrated his exceptional class and competitiveness, pushing the race to a world-class standard and forcing his young rival to deliver the performance of a lifetime.

Beyond the result itself, the race offered a glimpse into what could become one of the sport's most exciting rivalries in the years ahead. With established stars and emerging talents now pushing each other to new heights, the men's 800m continues to evolve into one of athletics' most captivating events.

On a memorable night in Oslo, the spotlight belonged to Cooper Lutkenhaus. At just 17 years old, he stood toe-to-toe with an Olympic champion and emerged victorious, announcing himself to the athletics world in spectacular fashion.