Summary of Key Points
China's off-road running industry is undergoing a transformation from a grassroots movement to a professional commercial enterprise. In the past, participants relied on equipment sponsorship and race winnings for their livelihoods; today, top-tier athletes earn signing fees in the millions, and brands have shifted from short-term equipment sponsorships to long-term, deep partnerships. This change is driven by a nationwide fitness boom and competition among brands for scarce intellectual property (IP) assets. However, it also brings challenges such as the concentration of resources at the top, the relatively short lifespan of IP, and intensified competition in the industry.
I. From Grassroots Runners to Million-Dollar Signings: The Dramatic Improvement in Athletes' Compensation
Ten years ago, off-road running was a niche within a niche—events were organized by grassroots groups, with limited exposure and an immature commercial infrastructure. Athletes mostly received basic equipment sponsorship (such as free running shoes) and had no formal signing fees; their income came solely from race winnings, making their lives unstable. For example, Yuan Yanqiao, who signed with Beimian, earned only a few tens of thousands in annual endorsements. Many athletes were content to serve as "brand ambassadors," receiving only equipment and entry to races without any cash compensation.
Today, the situation has completely changed. Top athletes like Zhao Jiaju could earn millions in signing fees for renewing their contracts next year. Athletes like Yao Miao and Xiang Fuzhao have been recruited by major brands such as ACG and Salomon, with annual signing fees reaching several million yuan. These athletes no longer need to worry about making a living and can focus on preparing for international events like the UTMB (World Ultra-Trail Mountain Race), marking the official entry of off-road running into an era of professional contracts.
II. Why Are Brands Willing to Spend Millions? The Off-Road Running Market Is So Hot That Brands Must Compete for Top Talent
Brands are willing to invest heavily because the commercial value of off-road running has exploded:
- Expansion of the Consumer Market: Young people now enjoy "light off-road" and mountain running on weekends, turning this activity into a popular leisure pursuit in cities. Brands like Salomon and Asics consider the Chinese outdoor market a key growth area and need local elite athletes as their representatives. For instance, when an athlete wears their equipment and wins a championship, it encourages fans to purchase the same products and helps brands connect with ordinary runners through athlete-driven communities.
- Scarcity of High-Quality IP: There are only a few top off-road runners, so brands are willing to pay high fees to secure their services. The signings of Shen Jiasheng by Salomon and Xiang Fuzhao by Asics are examples of this competitive landscape.
- International Success and Event Ecosystem: Chinese athletes' performances in international events like the UTMB enhance the local IP's appeal. Events like the Chongli 168 combine running with tourism and the equipment industry, creating a virtuous cycle that benefits all stakeholders.
III. The Hidden Challenges Behind Million-Dollar Signings
Although million-dollar signings represent progress, the industry is still not fully mature:
- Resource Concentration: Only a few top athletes earn millions, while the majority struggle for meager incomes and lack basic support. It's similar to a class where only the top two students receive scholarships, leaving others struggling to make ends meet.
- Short-Lived IP Value: Off-road running relies on physical performance, so injuries or declining results can significantly reduce an athlete's commercial value. Many brands focus on short-term results and do not invest in long-term IP development (such as telling the athletes' stories or building their personal brands), which may lead to athletes disappearing from the market after retirement.
- Intensified Competition: Marathon runners are crossing over to off-road racing. For example, Li Yingmei, who held a marathon record of 2 hours and 30 minutes, switched to off-road racing due to the high competitive pressure in marathons. The arrival of these professional athletes threatens the existing landscape for off-road runners.
IV. Steps Needed for Sustainable Development
Million-dollar signings are a starting point, but the industry must address the following issues for sustainable growth:
- Improving Support Systems: It's essential to provide training subsidies and medical coverage for all athletes, not just the top ones, to encourage more people to continue participating.
- Long-Term IP Development: Brands should invest in telling the stories of athletes (such as their hard work and personal growth) to create enduring IP assets.
- Balancing Commerce and Competition: Athletes should not be distracted from training by commercial activities, and brands should arrange these events carefully to avoid overexerting them.
- Deepening Local Culture: By organizing off-road races with Chinese characteristics, more people can be engaged in the sport, strengthening the industry's foundation.
In Conclusion
Million-dollar signings for off-road runners are a positive development, but to prevent them from being short-lived, the industry must ensure that the benefits are shared more widely. By creating long-lasting athlete IP and building a strong grassroots base, China's off-road running can gain a solid foothold both on the global stage and in the consumer market.