Running News Daily

At the 2026 London Marathon, Sabastian Sawe delivered one of the most remarkable performances in distance running history—becoming the first athlete to break two hours in an official marathon. But this wasn’t just a victory for the runner. It was a defining moment for Adidas.

On his feet: the Adidas Adios Pro Evo 3, a purpose-built “super shoe” designed with one goal—maximum speed over the marathon distance. Ultra-lightweight and engineered with advanced foam and a carbon-based propulsion system, the Evo 3 represents Adidas’ most aggressive push yet into elite performance footwear.

The shoe carries a price tag to match—approximately $630 USD (€580)—making it one of the most expensive running shoes ever produced. Built almost exclusively for race day, it sacrifices durability for performance, delivering every possible advantage to the athlete wearing it.

For Adidas, the payoff goes far beyond the finish line. Sawe’s historic run instantly elevated the brand’s position in the global “super shoe” race, delivering exposure that no marketing campaign could replicate. While exact figures have not been disclosed, performances of this magnitude typically trigger significant sponsor bonuses. Industry estimates suggest Sawe could earn between $500,000 and $1 million from Adidas alone, with total earnings from prize money and endorsements likely exceeding $1 million

But for those who have followed the sport for decades, this moment carries even deeper meaning.

“I remember clearly when the marathon world record was 2:08:33, set by Derek Clayton in Antwerp on May 30, 1969, and he held it for 12 years until it was finally broken on December 6, 1981 by Robert de Castella,” says MBR publisher and Runner’s World founder Bob Anderson. “Back then, I never thought I would live to see a sub-two-hour marathon.

Derek set that mark wearing very thin racing flats—nothing like what athletes have today. There were no pacers, no advanced shoe technology, and very little financial reward. He trained up to 200 miles a week and had more guts than anyone I’ve ever known. The biggest financial benefit he ever received from that record was when I later hired him as advertising sales director at Runner’s World—a package worth over $300,000.

Today, that same 2:08 wouldn’t even place in the top ten in many major marathons. The sport has changed dramatically. But what excites me most is seeing just how far it has come—from raw determination and wafer-thin shoes to a combination of talent, science, and technology. Sawe’s run, powered in part by one of the most advanced and expensive racing shoes ever built, is a perfect example of that evolution.”

There is one striking connection between then and now. The shoes Derek Clayton wore for his 1969 world record were made by Adidas. More than half a century later, Adidas is once again at the center of a historic breakthrough—this time helping push the marathon beyond what was once thought impossible.

From wafer-thin soles in 1969 to $630 super shoes today, the marathon has entered a new era—and Adidas has been there at both ends of the journey.