Adidas dropped its $500 marathon shoe on its app at 10am. It was gone in the blink of an eye.
The sellout followed one of the most significant days in marathon history. Sebastian Sawe ran 1:59:30 to become the fastest men’s marathoner ever, Yomif Kejelcha followed at 1:59:41 in his debut, and Tigist Assefa set a women-only world record of 2:15:41.
All three were racing in the newly revealed adidas Adizero Adios Pro Evo 3, the brand’s first sub-100-gram supershoe, turning record-breaking performance into instant consumer demand right ahead of its drop.
(📷️: @darrenrovell, @londonmarathon, @sabastiansawe, @yomif_kejelcha, @tigist__assefa_)
Adidas dropped its $500 marathon shoe on its app at 10am. It was gone in the blink of an eye.
The sellout followed one of the most significant days in marathon history. Sebastian Sawe ran 1:59:30 to become the fastest men’s marathoner ever, Yomif Kejelcha followed at 1:59:41 in his debut, and Tigist Assefa set a women-only world record of 2:15:41.
All three were racing in the newly revealed adidas Adizero Adios Pro Evo 3, the brand’s first sub-100-gram supershoe, turning record-breaking performance into instant consumer demand right ahead of its drop.
(📷️: @darrenrovell, @londonmarathon, @sabastiansawe, @yomif_kejelcha, @tigist__assefa_)
