This year’s Tokyo Marathon set the pace for what promises to be a thrilling World Marathon Majors season.
As the first stop in the prestigious six-race series, Tokyo is always a strong indicator of who is in shape, who is peaking too soon, and who might be setting the tone for the year ahead.
But in today’s marathon running, the anticipation is not just about who will make it to the podium—it’s just as much about which shoes will take the top spots.
In the men’s race, Tadese Takele of Ethiopia surged to victory in two hours, three minutes and 23 seconds, securing his first-ever World Marathon Major race title.
The women’s race was another Ethiopian affair with Sutume Asefa Kebede taking the win in 2:16:31.
But I was pleased to see Vincent Kipkemoi Ngetich claim third place in 2:04:00 and Winfridah Moraa Moseti finish second in 2:16:56. I would have wept had the podium not hosted at least one Kenyan.
The race also had its fair share of spectacle beyond the elite competition.
The legendary Paula Radcliffe, former marathon world record holder, made a stunning return to the marathon scene, completing her first 42-kilometre race in a decade at the age of 51.
She clocked 2:57:26, inching closer to her goal of completing all six World Marathon Majors.
And if proof was ever needed that marathons are no longer just for professional athletes, pop star and teen heartthrob Harry Styles also took part, finishing in 3:24:07, proving that even global music icons cannot resist the pull of 26.2 miles.
Super Shoes and The Tech Race
Beyond the athletes, super shoes remain the biggest disruptor in marathon running. Since Nike’s Vaporfly 4% changed the game in 2016, the sport has become an intricate mix of human endurance and cutting-edge technology.
With carbon-fibre plates, ultra-light foams, and energy-returning midsoles, shoes are now performance enhancers, capable of shaving minutes off race times.
In 2022, the market was valued at approximately $48.4 billion and is projected to reach $74.2 billion by 2031,
That is why brands are investing in imaginative campaigns to get more recreational runners in these super shoes. Nike’s Ekiden Collection, inspired by Japan’s iconic relay races, blends high-performance engineering with cultural storytelling.
Meanwhile, Adidas, fresh off Tigst Assefa’s world-record run in Berlin, turned the Adizero Adios Pro Evo 1 into an instant collector’s item, a shoe that retailed at $500 and still disappeared in minutes.
And then there’s On Running, who completely flipped the script, teaming up with Elmo from Sesame Street to promote the Cloudsurfer 2, proving that running isn’t just about speed—it’s about community and fun, too.
Africa’s Dominance—And the Missing Piece
While brands battle for global supremacy, one thing remains constant: Africa continues to be the epicentre of marathon greatness.
If a shoe company wants to prove its latest model is the best, it does not only test it in a lab—it sends it to the high-altitude camps where champions are made.
Iten, Kaptagat, and Eldoret in Kenya, Bekoji, Sululta, and Addis Ababa in Ethiopia, and Kapchorwa in Uganda are the ultimate proving grounds, where brands refine their designs with feedback from the world’s best runners.
Look at the record books, and the trend is undeniable:
Kelvin Kiptum’s 2:00:35 in Chicago – Nike Vaporfly Next;
Tigst Assefa’s 2:11:53 in Berlin- Adidas Adios Pro Evo 1;
Eliud Kipchoge, still the marathon GOAT- Nike Alphafly 3.
Despite Kenya’s underwhelming Paris Olympics performance, Hellen Obiri’s silver medal was a standout moment—along with her On Cloudboom Echo 3, which made its marathon podium debut.
Her success not only showcased her brilliance but also signaled that On Running is now a serious contender in the super shoe arms race.
These athletes are not just winning races; they are defining the direction of running shoe technology.
Their performances fuel global sales, sponsorship deals, and innovation cycles, making them the most influential product testers in the world—whether they realise it or not.
And yet, for all the success African athletes bring to these brands, less than five percent of global running shoe sales happen on the continent.
The talent is here, the training is here, so why isn’t more of the economic benefit staying here?
Global brands establish training camps in East Africa, test their prototypes on Kenyan, Ethiopian, and Ugandan runners, and turn their victories into marketing gold.
But Africa itself remains an afterthought when it comes to ownership in the industry. It’s time for a change. The future of running should not just be about producing champions, it should be about owning a greater stake in the sport’s business.
That means investing in African-owned performance brands, building local manufacturing, and ensuring that African runners are properly compensated for the value they bring to the sport.
The Road Ahead: Speed, Innovation, Redemption
With the records falling at an unprecedented rate, the question is inevitable: Are super shoes making races unfair? World Athletics has already introduced regulations: a 40mm max stack height for road races, a one-carbon-plate-per-shoe rule, and a four-month waiting period before new models can be used in competition.
But despite these attempts to slow things down, the records keep falling.
The problem isn’t the technology itself; it is who gets access to it.
Right now, only sponsored elites get the latest models, while up-and-coming talents in Kenya, Ethiopia, and Uganda often have to wait months before they can access the same shoes.
If fairness is the goal, then every elite runner deserves the same tools, not just those with multi-million-dollar contracts.
One thing is certain—marathon running is only getting faster.
A sub-2:00 marathon in open competition? It’s coming.
Technology is advancing, training is evolving, and the athletes are adapting. Times that once seemed untouchable are now within reach, and the future of marathon running and athletes will be defined not just by speed, but by who controls the future of the sport.
But while records and technology shape the sport, one truth remains unchanged—winning still matters.
And as we look ahead to the next leg of the World Marathon Majors, the Boston Marathon holds the promise of redemption.
If history is anything to go by, Kenya is never down for long.
And if Boston is where the tide turns, then I, like every Kenyan, will be watching, waiting, and hoping. See you in Boston.
Victoria Kaigai is a seasoned communicator, columnist, and government relations expert with deep expertise in strategic communications and storytelling.
She explores the intersection of sport, governance, and society, offering sharp analysis on athletics as a driver of economic impact, national identity, and resilience. A former Saturday Nation and Sunday Standard columnist, Victoria’s expertise in government relations provides insight into how policy shapes sports, while her storytelling captures its triumphs, struggles, and legacies. For her, athletics is more than a race—it’s a force that unites, inspires, and transforms lives.
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