Nike shoes lose ground in Japan's Hakone relay race as rivals rally

Adidas and ASICS play catch-up by redesigning footwear with runner feedback

20241231 Ekiden 1

Nike held a near-monopoly on shoes worn by Hakone Ekiden relay runners a few years ago. (Sankei Sports)

TSUKIKO MIYA, MUNEMASA HORIO, SEIYA OTA and JUNYA HEMMI, Nikkei staff writers

TOKYO/KOBE, Japan -- Nike shoes were once the unquestioned champion of a prominent long-distance relay race held in Japan, but now the brand has ceded ground to rival shoemakers.

The annual Hakone Ekiden relay will take place over two days through Friday. Teams formed by university students run round-trip courses between Tokyo and the town of Hakone, the journey spanning about 108 kilometers each way.

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