On April 14, 2024, a scene during the sprint for the championship at the 2024 Beijing Half Marathon sparked controversy as Chinese athlete He Jie appeared to be “escorted” to victory by three African runners. Chinese sports brand Xtep was the partner for the Beijing Half Marathon, and all four athletes involved were wearing Xtep shoes during the race. Following the scandal, Xtep’s stock plummeted by 5.47%.
During the final sprint phase of the 2024 Beijing Half Marathon, three African runners, after overtaking He Jie, turned back, waved, and slowed down to let He Jie pass them. In the end, He Jie claimed victory with a time of 1 hour 3 minutes and 44 seconds.
The three African runners who were accused of “escorting” He Jie across the finish line were from Ethiopia and Kenya, and they finished with times of 1 hour 3 minutes and 45 seconds, trailing He Jie by only 1 second, securing second, third, and fourth places. They immediately applauded He Jie and celebrated with him at the finish line.
The official website of the Beijing Half Marathon indicated that Xtep was the event’s partner, second only to Mengniu. The homepage of the event’s website featured an advertisement for the new generation of Xtep championship running shoes.
Insiders pointed out that He Jie is a signed athlete for Xtep, and the three African runners were also wearing Xtep shoes. “Those who have participated in races can tell that these three black athletes were pacers prepared by Xtep for He Jie.”
A reporter from the 21st Century Economic Report interviewed several industry professionals in the field of marathon equipment and event services. According to feedback, the phenomenon of “buying feet” in marathons is common, with brands placing a significant emphasis on the wear rate of running shoes in major events, from providing clothing to providing shoes and offering prize money, catering to elite, and amateur runners alike.
A founder of a sports event service company told the reporter that which shoes the top three finishers wear in a marathon is essential information reported by the brand’s marketing department. Executive attention can lead to the execution of such strategies at any cost.
Facing scrutiny, Xtep representatives stated that the situation is currently under confirmation and investigation from various parties, and further information will be communicated promptly.
As a result of this incident, shares of Xtep International (01368) on the Hong Kong stock market plummeted by over 8% on April 15, closing with a 5.47% decline at HK$4.49.
On the evening of April 15, the official Weibo account of the Beijing Half Marathon released a statement announcing the establishment of a special investigation team by the organizing committee to conduct an inquiry, with the investigation results to be promptly disclosed to the public.
However, what’s notable is that two days before the race, Jia E’erjia, a signed athlete of Chinese brand Qiaodan from Qinghai, suddenly discovered upon arrival in Beijing that his participation qualification had been revoked.
On April 12, Jia E’erjia posted on Weibo, “After landing in Beijing, I found that my participation number for the Beijing Half Marathon is missing. What’s going on?”
On the 13th, the organizing committee responded, stating that Jia E’erjia’s participation qualification was revoked because he is a signed athlete for a competitor of the event’s organizing committee brand, exceeding the sponsor’s quota usage regulations. The sponsor had communicated with Jia E’erjia on April 9 and obtained his consent before informing the organizing committee to revoke his qualification.
In response, Jia E’erjia posted on Weibo, saying, “Finally, got a reply from the North Half Marathon. Unfortunately, I cannot stand at the starting line with everyone tomorrow. Regarding the cancellation of my entry slots in the North Half Marathon, I will explain the situation one last time.”
Jia E’erjia attached a statement in his post: “I would like to emphasize and clarify once again that as a runner, I came to participate, not to cheat or seek fame. The cost of airfare and accommodation is substantial, and my time is valuable.”
Marathons are known for being inclusive sports, and participant disqualifications are rare unless there are health issues. Therefore, news of this “world’s first cancelation of registration” has sparked widespread skepticism within the running community.