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Xtep "couple square" debut Xiamen International Marathon
On January 2, 2011, the Xiamen International Marathon kicked off with a powerful start. Athletes from over 45 countries and regions, more than 64,000 in total, gathered wearing matching sweaters and jerseys, ready to run along the scenic coastal route. The island’s roads became a vibrant stage, where the ocean breeze and the pink blossoms of peach trees and roses created a romantic backdrop. Among the runners, a group of 100 couples dressed in identical shirts or wedding gowns stood out, forming a heartwarming sight that captured everyone's attention. This unique event was called the "Couples Marathon" organized by Xtep.
According to an official from Xtep (China) Co., Ltd., this was the second time the brand had hosted the "Couples Marathon" during the Xiamen International Marathon. The theme for the 2011 edition was “Love Marathon,†and the couples' participation added a deeper emotional layer to the event. It not only enriched the cultural and social significance of the marathon but also enhanced its appeal and influence. By combining elements of fashion, romance, and everyday life, the event successfully bridged the gap between sports and daily experiences, reflecting the growing trend of "sports life."
Through this initiative, Xtep emphasized its brand values—“sports fashion†and “sports lifeâ€â€”while also promoting a message of love and connection. The activity was not just a marketing effort; it had broader social value, aiming to bring together young couples and turn their love stories into engaging social topics. This approach naturally resonated with the target audience, making the brand feel more relatable and approachable.
Moreover, the Xiamen International Marathon is more than just a competitive sporting event—it has become a grand celebration of fitness and community. As more people embrace running and the marathon spirit, they also come to appreciate the charm of brands like Xtep. The slogan “Love Running, Love Walking†encapsulates both the social appeal and the emotional connection the brand aims to build with its consumers.