The Boston Marathon isn’t a record-chasing course. It’s tactical, uneven, and sometimes on the mercy of New England spring climate. Right here, the win issues greater than the clock. So, whereas nobody anticipated Kelvin Kiptum’s 2:00:35 world file or Ruth Chepngetich’s 2:09:56 mark to fall, few would’ve guessed {that a} lesser-known model in professional street racing — Below Armour — would assist make historical past.
Sharon Lokedi broke the ladies’s course file with the assistance of an unreleased shoe by Below Armour, the Velociti Elite 3 (launching this fall).
On this tremendous shoe period, that’s a giant deal. Nike, in spite of everything, invented the trendy tremendous shoe and nonetheless dominates the class, in innovation, advertising and marketing, and the assets it pours into professionals and their improvement. However this version of the Boston Marathon was one thing of an announcement for the non-incumbent manufacturers vying for Nike’s throne.
Below Armour is a do-it-all sportswear model — from the gymnasium to searching, soccer, and extra — that has proven middling curiosity in skilled street operating and monitor and area. Whereas it’s the athletes who in the end pilot a shoe to victory, the model names on these fleet ft deservedly share within the victories.
Right here’s a take a look at the shock operating shoe that helped make headlines at this 12 months’s Boston Marathon: the Below Armour Velociti Elite 3.
Boston Marathon: Lokedi Breaks Course Document
Boston is understood for unpredictable circumstances — some years brutally scorching, others chilly and moist. Simply ask Des Linden, who received in 2018’s icy rain. This 12 months’s climate was delicate, and most anticipated a duel between two-time defending champion Helen Obiri (On) and New York Metropolis winner Sharon Lokedi (Below Armour). Neither athlete runs for Nike or adidas, the longtime titans of professional operating.
Lokedi pulled away within the closing mile, breaking the tape and the course file by greater than 2.5 minutes.
Below Armour, whereas huge in group sports activities, has had a rocky street in operating. It’s not a go-to model for marathoners, and it’s not often within the dialog when speaking about elite-level footwear. Ask a operating fanatic which model would break the Boston file, and odds are they wouldn’t guess UA.
But carrying UA footwear, Lokedi’s win earned her $200,000 — and Below Armour one thing maybe extra worthwhile: credibility.
Below Armour Velociti Elite 3
Below Armour’s Velociti Elite line has flown largely below the radar. The primary two iterations featured a full-length carbon plate and a dual-foam midsole made from Pebax and UA’s proprietary Stream — a rubberless midsole-outsole combo.
The Velociti Elite 3 introduces one thing new: HOVR+, a high-tech HTPU foam with enhanced bounce, vitality return, and responsiveness. No different tremendous shoe at present makes use of this materials.
In line with Below Armour, the up to date midsole delivers a extra dynamic experience whereas nonetheless providing the agency pop and effectivity runners count on from a top-tier racing shoe. Lokedi’s efficiency speaks to the enhancements.
Doug Smiley, director of efficiency run footwear at Below Armour, mentioned Lokedi has been central to creating the road since 2019. “She’s been there since our first tremendous shoe venture,” Smiley instructed GearJunkie. “Her insights have pushed main enhancements in each lab outcomes and athlete efficiency.”
The Velociti Elite 3, examined and refined alongside athletes like Lokedi, was designed with a singular goal: gun-to-tape effectivity. In different phrases, a racing system that returns vitality with each stride — and holds up late within the race when fatigue units in.
A Assertion Win
Smiley referred to as Lokedi’s win and course file Below Armour’s best second in operating. “It’s the oldest and most prestigious marathon on this planet,” he mentioned. “And in essentially the most aggressive period of the game, Sharon’s file is the head.”
However it’s not an remoted win. Smiley pointed to a broader momentum throughout the model: 11 Below Armour monitor and area athletes will compete in Paris this summer season, up from only one in Tokyo 2021.
U.S. half-marathon file holder Weini Kelati and BAA mile winner Casey Comber are additionally main a brand new wave of Below Armour athletes. Lokedi’s Boston file is each a product and proof of that shift.
Why It Issues
This win wasn’t only a headline — it was a turning level. In a market saturated with carbon plates, model loyalty, and advertising and marketing noise, efficiency nonetheless wins. The Velociti Elite 3 isn’t simply aggressive — it now holds the Boston Marathon course file. That speaks louder than any advert marketing campaign.
Asics, too, proved its endurance after John Korir tripped and almost acquired trampled throughout the opening seconds of the race. Korir later stormed again to win in an unreleased prototype of the Asics Metaspeed Sky. Whereas not a flashy model, Asics has remained a staple for a lot of runners and now stands atop one of many sport’s greatest levels.
In the meantime, even Puma’s FAST-R NITRO Elite 3 delivered private bests for a number of athletes, exhibiting simply how a lot the efficiency footwear arms race is heating up.
Wanting Forward
The Velociti Elite 3 ($250), alongside the Velociti Professional ($160) and Velociti SPD ($130), will launch in choose run specialty shops this October earlier than a world launch in January 2026.
And whereas Boston has at all times been about extra than simply occasions and tech, this 12 months it proved one thing highly effective: On the best day, with the best footwear and the best athlete, even the manufacturers exterior the highlight can win large.
