This article centers on the popular Hakone Ekiden, a prominent long-distance relay race held in early January in Japan. Key players in this fascinating spectacle extend beyond the athletes – the shoe brands sponsoring them wage their own heated contests. Adorned by the runners, these brands vie for dominance and visibility, transforming the race into one of the fiercest marketing and branding stages within the sports industry.

The Hakone Ekiden is a widely celebrated event in Japan, weaving athletics, tradition and community spirit into a two-day sporting marvel. The shoe brands worn by athletes are noticed keenly by the public, driving the intense competition between these brands. Marketing positions can be dramatically changed based on the outcome of this race.

Similar to the Super Bowl in the United States, where various brands compete for advertising supremacy, the Hakone Ekiden becomes a mini battlefield for shoe companies. These brands utilize sponsoring athletes as a strategic form of advertisement, a practice common in the sports industry globally. However, the Hakone Ekiden's unique nation-wide fame amplifies this particular Japanese phenomenon.