The Running Boom: Marathon Lotteries, Run Clubs, Super-Shoes — 2026-09-12
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The Paris Marathon 2027 entry window opened this week with ASICS as the new title partner, while Seoul sees a surge in trail running interest and retail expansion. Meanwhile, the NYC Marathon's historic 1% acceptance rate continues to drive global demand for lottery-entry races, and Hoka expands its retail footprint through a new partnership with Academy Sports.
The Running Boom: Marathon Lotteries, Run Clubs, Super-Shoes — 2026-09-12
Top developments
Paris Marathon 2027 Entry Opens with ASICS Partnership
Entry for the 50th Paris Marathon opened on September 8 and will close on September 30, with lottery results scheduled for October 1. The race has announced ASICS as its new title partner, replacing previous sponsors, with bib fees set at 169 euros. This shift in sponsorship and the opening of the lottery window is expected to influence entry numbers for the spring 2027 event, continuing the trend of major marathons leveraging high-profile brand partnerships to manage growing demand.
Seoul’s Trail Running Boom and Retail Expansion
South Korean media reports a significant shift from road to trail running, with new brands entering the market to meet demand. "Mount To Coast" officially launched in Korea, capitalizing on events that draw up to 4,200 participants. Simultaneously, Fila opened a running-specialized store in Seongsu-dong, Seoul, offering shoe fitting, running experiences, and professional training, signaling that major lifestyle brands are doubling down on the specialized running sector in Asia.
Hoka Expands US Retail Presence via Academy Sports
Hoka is launching in select Academy Sports + Outdoors stores and online this fall, according to industry reports. This move marks a significant distribution shift for the brand, which has traditionally relied on specialty running retailers and direct-to-consumer channels. The partnership aims to capture broader consumer attention in the US, where running footwear remains a high-growth category despite economic pressures on discretionary spending.
Seoul Run Festival Blends Culture and Sport
The "Run Seoul Run 2026" festival took place on September 13 at Seoul Plaza, featuring a marathon course that highlights the city's 600-year history. The event combined running with cultural performances and medal engraving services, reflecting the growing trend of "experiential racing" where the post-race experience is as curated as the route itself. This approach is increasingly common in Asian urban marathons seeking to differentiate themselves from traditional athletic events.
Local view
In South Korea, local outlets like Hankyung and Maeil Business are highlighting the "trail boom" as a key driver for new brand entries like Mount To Coast, noting that road runners are increasingly seeking off-road challenges. Isplus covered the "Run Seoul Run" festival, emphasizing how local races are integrating tourism and culture to attract participants who may not be competitive athletes but are drawn to the social and experiential aspects of running. In Japan, Running Street 365 highlighted a Rakuten Super Sale offering up to 50% off running gear, indicating strong consumer appetite for deals amid rising equipment costs.
Context & numbers
The 2026 NYC Marathon lottery saw a record 240,000+ applications, an increase of nearly 20% from 2025, competing for only ~2,400 non-guaranteed bibs. This resulted in an approximate 1% acceptance rate, the lowest in race history, underscoring the extreme scarcity of slots in major global marathons.
Additionally, the Paris Marathon 2027 bib fee is set at 169 euros, reflecting the rising cost of participation in World Marathon Majors.
On the radar
- Tokyo Marathon 2027 Lottery Results: General lottery results are scheduled to be released on Friday, September 18, 2026, via My Entry. Selected runners must pay by September 30.
- ONE MORE RUN Registration: Registration for the 2026 ONE MORE RUN opens on September 11 and runs until November 20, 2026.
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