Adidas Adizero resells for $3,000
- Adidas’ Adizero Adios Pro Evo 3 sold out in minutes after London Marathon preorders opened Monday, then quickly appeared on resale sites at far higher prices. - Front Office Sports reported StockX asks started at $1,671 and topped $3,000, while Business Insider found one pair listed above $4,000 after launch. - The frenzy followed Sabastian Sawe’s 1:59:30 London Marathon world record in the 97-gram shoe. (reuters.com)
Adidas’ new Adizero Adios Pro Evo 3 sold out within minutes on Monday, then jumped onto resale sites for several times its $500 retail price. (frontofficesports.com) (businessinsider.com) The rush came one day after Kenya’s Sabastian Sawe won the London Marathon in 1:59:30, the first official sub-two-hour marathon, wearing the Evo 3. Ethiopia’s Yomif Kejelcha also broke two hours in 1:59:41, and Tigist Assefa set a women-only world record of 2:15:41 in the same shoe. (reuters.com) (cnn.com) Front Office Sports reported StockX asking prices started at $1,671 on Monday and climbed past $3,000 for larger sizes. Business Insider reported one StockX listing above $4,000 and eBay listings above $2,500. (frontofficesports.com) (businessinsider.com) The shoe’s pitch is simple: less weight, more efficiency. Adidas says the Evo 3 weighs 97 grams on average, about 30% less than the Evo 2, and improves running economy by 1.6%. (reuters.com) (wwd.com) That matters in a corner of running where brands chase tiny gains with foam midsoles, carbon elements, and lighter uppers. Reuters reported Nike’s Alphafly and Vaporfly, long dominant at elite start lines, were “few and far between” in London’s championship zone. (reuters.com) Adidas also got an immediate market lift. Its shares rose nearly 2% in Frankfurt on April 27 before trimming gains, as investors treated the London results as a visible win in the running category. (cnn.com) (wwd.com) Analyst Adam Cochrane of Deutsche Bank told CNN the marathon results were important for Adidas “given the visibility and popularity of running.” He said the wins marked “an important milestone for a successful rebuild” of the company’s running business. (cnn.com) The scarcity is not supposed to last forever. Front Office Sports reported a wider Evo 3 release is planned for the fall, and noted World Athletics rules require shoes used in sanctioned races to be available for consumers to buy. (frontofficesports.com) For now, the Evo 3 is doing two jobs at once: winning marathons and behaving like a hype sneaker. Adidas turned a 26.2-mile record into a same-day resale market. (frontofficesports.com) (businessinsider.com)
