The city of Chengdu in southwest China's Sichuan Province has managed to establish itself as a leader in the marathon circuit, and hopes are high that its latest contest can catapult it onto the global stage.
"Chengdu runs towards the World, and the world runs into Chengdu." That's the theme of 2018 Dongfeng Nissan Chengdu International Marathon. It aims to present and maintain the image of "Significant Economic Center in Western China," "National Integrated Transportation and Communication Hub," "National Gateway City of Open-Door Policy" and "The Most Livable and Appropriate for Industry City" to the whole world.
It's a sporting occasion that's attracting no shortage of big names to the provincial capital. Some celebrities, like Kenyan Olympic runner and multi-time World Marathon Majors gold medal winner Wilson Kipsang Kiprotich, are hopeful the race will encourage more people to take up the sport.
"The [greatest] benefit of this sport is that it connects the world and brings people together. It's not for money or something, sometimes just running for fun," Kiprotich said.
And it's not just able-bodied athletes who have taken part. Four wheelchairs also competed in the Chengdu event. 37-year-old Liu Feng, who lost her leg to a car accident 16 years ago, says marathons help people like her build confidence and connection with others.
"I think the organizer has provided very favorable accommodations for us. There are more than 85 million disabled people in China. We want better obstacle-free environments in marathon races like in Chengdu. The freer environment can help us take part in society," said Liu.
Last year, Wanda Group officially inked a deal with Abbott World Marathon Majors to coming together in organizing the world's largest marathon series in China. The Chengdu international marathon is among the races vying for a shot at that title. And after gaining the combined support of the local government and Wanda Group itself, it's already well on its way.
Sponsorships are also helping bolster its bid. Competitive brands like Dongfeng Motor Co., a Sino-Japanese joint venture automaker, have thrown their weight behind the Chengdu contest.
"Sponsoring the Chengdu marathon is in line with our overall brand strategy since the marathon runners are exactly the same group as our target customers. We want to deliver a healthy and passionate lifestyle to them and better communicate with them," said Zhang Maohua, deputy general manager of Marketing at Dongfeng Nissan Passenger Vehicle Company.
Chengdu is not the only Chinese city catching marathon fever. The country's General Administration of Sport says that over 10 million people will take part in nearly 2,000 such events before the end of the decade. Apparel makers are taking notice of the trend. Back in Chengdu, event organizers have managed to add Hong Kong-listed sportswear company Xtep to their sponsors' list.
"We sponsor over 40 city marathon races every year. Xtep has already come up with a complete strategy for the running eco-system," said Wang Qiang, Special Assistant to the President of Xtep International Holding Limited.
