Adidas claims the first sub-2-hour marathon winner. But good luck getting the winner's sneakers.

By Steve Goldstein

Kenya's Sabastian Sawe poses Sunday with his new world-record time written on his Adidas running shoe at the finish of the London Marathon.

Talk about a missed opportunity. The first competitive marathon runner to complete a race in under two hours wore Adidas sneakers - but runners who want to wear the same footwear are not able to order it.

Kenya's Sabastian Sawe finished the London Marathon in 1:59.30 on Sunday.

That's a victory for Adidas as Sawe wore the Adizero Adios Pro Evo 3, a superlight racing shoe weighing just over 97 grams, some 30% lighter than the previous iteration.

But the shoe isn't widely available. Americans who wanted to order the $500 sneaker were greeted with a message that it would not become available until Monday at 3 p.m. Eastern time. On the British site of the Adidas operation, customers were told the shoe was sold out, and no date was given on when it was available.

Adidas shares (XE:ADS) traded 2% higher in early Frankfurt trade, though the stock is still down 18% this year. American depositary receipts (ADDYY) for the Herzogenaurach, Bavaria-based Adidas were up narrowly at the opening bell in New York. Adidas's crosstown archrival Puma (DE:PUMA) gave back an intraday rise.

Nike (NKE), down 30% this year, edged up 0.6% in early U.S. action.

-Steve Goldstein

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04-27-26 0937ET