Sports brand races become athletic festivals

Runners in Puma's "Ignite Seoul" head down to Sangsu Station after starting the race at Hongdae at Sunday 5 p.m. / Courtesy of Puma

By Kim Bo-eun

Some 10,000 runners clad in blue assembled at Hongdae at 5 p.m. on Sunday for Puma’s 10-kilometer “Ignite Seoul” race. And ignite it did.

It was among 10 races hosted in cities across the globe, including New York and Tokyo, and was Asia’s largest.

Celebrities including KangNam, of idol group M.I.B., and Hyeri, of Girls Day, starred as guest runners, heightening the festive mood.

The race went from Hongdae to Yeouido, passing Sangsu Station, Seogang Bridge, Yeouido’s Yoonjoong-ro, known as a cherry-blossom road, Yeouido Saetgang Eco Park and ended at Yeouido Hangang Park.

Couples hand in hand, solo runners with earphones and groups of friends ran in the heat of the early evening.

Crossing Seogang Bridge on foot while buses and cars whizzed by was exhilarating while the track in Yeouido Saetgang Eco Park, filled with greenery, was refreshing. Water stops on the way at 4 kilometers and 7 kilometers, quenched runners’ thirsts.

While it was a race, it was not so much about who would make it first to the finish line. As they ran, several participants took selfies and others had music playing on their phones. When runners reached about midway, they were greeted with a booming DJ car, which boosted morale and added an upbeat ambience to the race.

The race did not award runners for their times _ but the first man to reach the finish line recorded 35 minutes, 44 seconds, while the fastest woman took 45 minutes, 11 seconds. Each runner’s record was marked by a chip attached to their running shoes. All who completed the race got a medal.

The event wrapped up with a heated performance by Psy at Yeouido Hangang Park. Running 10 kilometers did not tire participants, who went wild as they danced to the K-pop star’s record hit, “Gangnam Style.”

Celebrities including KangNam from idol group M.I.B., left, start the race at the front line.

Increasing popularity

With major sports brands having their own annual races _ such as the Nike Women's 10K and 15K, Adidas Mirun Busan and New Balance’s New Race Seoul _ running competitions have become immensely popular among young people here _ so much so that people living hours from Seoul come to take part.

Co-workers Theresa Gomes and Kelley Turner came all the way from Daegu to participate in Sunday’s race.

“We like to run and so we wanted to take part in the Adidas race in Busan but the registration was already over,” said Gomes from Hawaii, who is a technician at an army base in Daegu.

“It was a very nice course and we enjoyed the race,” said Gomes and Turner, a fitness instructor at the base.

But one thing they found inconvenient was that texts from the organizer only came in Korean, despite a sizeable number of foreigners running.

“We didn’t know that we were supposed to keep our bags at the finishing location _ so we ended up running with our stuff,” Gomes said.

Runners cross Seogang Bridge.

Festival for young people

The races are not just about setting records. Like music festivals in the spring and fall, these races have become events young people seek to rid themselves of stress and have fun.

Among the runners was college student Han Sang-ho, 26, who ran with his girlfriend.

“It was my first time participating in a race of this sort but it had an unexpected festive vibe _ which was nice,” he said.

For Park Hyun-a, who likes to jog, it was her third time.

“I like to take part in these races because it’s much more fun to run together, not to mention the other festive elements,” the college student, 22, said.

“Because of the celebrities at the start line and after-party, it made the event much more dynamic.”

Sports companies have adopted such events as the latest way to promote their brands.

"The Ignite Seoul race, which started at the youth enclave Hongdae and ended with Psy's performance, was like a festival for young runners," a Puma official said.

"We will strive to be a sports brand that contributes to more people enjoying a healthy and fun lifestyle."