Serene Goh muses on Sundown’s missed branding opportunity.
YOU'VE got to love the tagline of this year's adidas Sundown Marathon: "Because every runner is different."
It's almost as inspiring as "Impossible is nothing", and makes you feel like, even though you have as much chance of placing in the top 10 as Donald Trump has of becoming America's Next Top Model, you'll still feel good about finishing whatever distance you signed up for.
Too bad the T-shirt sizes for the event didn't match the slogan.
A quick glance at the turnout at Singapore's second annual night race showed a diverse representation of all shapes and sizes – many dressed in anything but the official shirt.
Runners chose to wear shirts that fit, rather than those provided
PHOTO: Hivelocity
Two friends who both ordered extra large are not planning to wear them because they are just too tight – they were hoping for a loose fit.
Meanwhile, another willowy mate who usually eases into a medium feared she might have had trouble breathing if she had worn this year's shirt.
Evidently, many others felt the same (barring those who run in "lucky shirts" or are superstitious about wearing white).
It didn't matter that the changed size chart had appeared on the official website stating new measurements.
It didn't matter that the brand had apparently introduced a new "Asian sizing standard" which was smaller than its European model.
The size-down tended to make the event unnecessarily exclusive, with wearers of the T-shirt being typically petite, emaciated or admirably body conscious.
Everyone else just wore our own T-shirts.
For the brand, the tighter fit must have meant a somewhat diminished branding opportunity.
If adidas had been hoping for a white-out of runners dressed in the event's official tee, it must have been disappointed.
Instead, runners were dressed in leftovers from all manner of other run events.
To distract myself from the monotony of the tarmac I counted at least the Shape Run, the Great Eastern Women 10K, Standard Chartered Singapore Marathon, Saucony 100Plus Passion Run and, oh yes, last year's inaugural Sundown Marathon.
In terms of colour, Saturday's all-nighter was nowhere close to the very successful nearly-all red of Nike's Human Race last year, or the blue swathe of the annual StanChart run.
Having said that, as a frequent participant of the run events that pepper Singapore's calendar, this year's organisers got a lot of things right when it came to logistics.
Race pack collection was a cinch – the Millenia Walk counter was easily accessible and pick-up times, reasonable.
New D-Tags that looped around shoelaces replaced plastic timing chips, meaning you didn’t have to risk forgetting to return them and pay a penalty.
My personal favourite: the precision distribution of cold 100Plus, water, banana, medal and visor the minute you crossed the finish.
This year, new, shorter categories were included – 10.5km for team/corporate, and for women – staying true to event's tagline inasmuch as its categories were concerned.
Even if you didn't have the mind-boggling stamina of Straits Times' sports reporter Jeanette Wang, there was still room for everyone – men or women, speedy or shuffling – basically, anyone willing to attempt a distance of at least 10 km.
Jeanette Wang's winning style at the adidas Sundowner Marathon on Saturday. PHOTO: Samuel He
Still, if you want participants to associate a sense of achievement and accomplishment with each time they wear your sporting apparel, it would help if the majority of them could actually put them on.
After all, isn't it true that every runner is different?
Tags:
marathon,
run,
singapore,
sport,
sundowner
Really, what is the true problem that the size of the running vest does not seem fit? was the size chart giving wrong information? or had the participants simply assume the size they chose is the size that fits? i read the chart, i chose 1 size larger than i would have normally chosen and i have no such complain of the organizer.
btw, was there a visor given for FM finisher? I didn't get mine. :(
the main sponsor of this event is gracious not to insist every participant wears their apparel during the race. so, even if not everyone is wearing their Tee for this race, i think they are getting mileage with this sponsorship for sure.
Timely comment on an issue long over-looked.
The observations that sponsors Adidas lost out are also salient.
Running apparel should be lightweight, breathable and not promote chaffing especially in marathons/ultras. Also, they should not constrict.
99% of the stuff dished out for local races fail on most counts. It's either ignorance or a 'heck-care' attitude.
Until race organises realise that apparel should help rather than hinder, runners will continue to draw a short straw with run-of-the-mill T-shirts. [Most of mine over the years have ended up contributed to the Salvation Army].
It's about time that race event organizers wake up to the fact that runners come in all shapes and sizes and as Asians, we are proud of our curves, thank you.
And I agree with Pang Lin, the frontline staff could do with an attitude makeover. Race title sponsors should do more to educate event organizers to provide a great experience for their current and potential customers. Hey, if you tell me to take it or leave it, my money and that of my friends and family go with me.
Full agreement...
just looking at the picture of the Jeanette Wong tells a lot...
she won the Adidas Sundown Marathon!
wearing a nike top... :p
3 cheers... for adidas? nike?
I fully agree with you Serene. What you did not mention is the attitude of the staffs from Hivelocity! They were simply not interested in the T-Shirt size problem! "Take it or leave it!!"