The incident took place at the Chengdu Marathon in Sichuan Province on Oct. 25, but only drew attention after photos taken on the course began circulating on social media after the event.

In the photos, the two pacers, wearing bib numbers D9999 and E9995, are seen sporting apparel and running shoes from various brands, despite being officially appointed by the event organizers.

According to Yicaithe two individuals initially wore gear and shoes from Li-Ning, the premium sponsor of the 2026 Chengdu Marathon. During the race, however, they changed their shirts, shorts and shoes to items from two other brands.

This made the Chinese running community suspect that these two had exploited their position as pacers to engage in unauthorized product promotion.

On Oct. 27, organizers confirmed that the two pacers, identified by the surnames Yang and Guo, had violated competition rules, pacer management regulations and the pre-tournament agreement.

Both individuals had their results canceled, are banned from the Chengdu Marathon for two years, lost their pacer credentials, are ineligible for race certificates and are permanently barred from serving as official pacers for the event. The case has also been referred to the Chinese Athletics Association for further review.

The organizers did not disclose the brands the pacers switched to, nor did they confirm whether the individuals received payment for the promotion.

In running, a pacer is tasked with maintaining a steady speed to help participants reach their target finish times. The two pacers penalized at the Chengdu Marathon were part of the sub-4 group, aiming to finish the marathon in under four hours, which requires maintaining a pace of about 5 minutes and 40 seconds per km.

Unlike regular runners, pacers are considered representatives of the organizers. They are strictly required to wear the attire provided by the race, display identification and fulfill their agreed-upon duties.

According to Beijing Newsthe Chinese Athletics Association has issued regulations for pacers in May 2025. The rules define pacers as official event staff who must wear uniforms, carry time markers and refrain from any actions that interfere with their pacing responsibilities.

The incident in Chengdu highlights the competition among running shoe brands in China. Starting in 2026, Li-Ning replaced Xtep as the top-tier sponsor of the Chengdu Marathon under a five-year contract.

Financial reports cited by Yicai indicate that the share of revenue generated from Li-Ning’s running segment has grown from 16% to 31% over the past five years, surpassing basketball to become the company’s largest product category. Brands like Xtep, Nike, Adidas, Hoka and On are rapidly ramping up competition through products, sponsorships and running communities.

This competition has become increasingly fierce as the total number of running events in China shows a downward trend. According to statistics from the Chinese Athletics Association, the number of marathon and road-running events dropped from 696 in 2024 to 594 in 2025, with a further decrease to 492 projected for 2026. This makes major events like the Chengdu Marathon, which has been held since 2017 and attracted 35,000 participants this year, particularly valuable for brands.