Kailas Sees Sales Surge After Sponsored Athlete's Record-Breaking Ultramarathon Victory

Chinese athlete Zhao Jiaju’s historic victory at one of the world's most demanding ultramarathons has triggered a sales surge for his sponsor, outdoor brand Kailas. The win underscores the company's aggressive strategy to build its brand on the global stage through elite athlete and event sponsorships.

A Record-Breaking Win

On September 16, Zhao Jiaju became the first Chinese champion of the Tor des Géants (TOR330), a grueling 330-kilometer (approx. 205 miles) mountain race in Italy. He finished with a time of 65 hours, 55 minutes, and 22 seconds, shattering the previous course record by nearly 13 minutes, according to race results.

The TOR330 is widely considered one of the toughest endurance races, involving a cumulative elevation gain of over 24,000 meters (approx. 78,700 feet). The victory is a significant achievement in the trail running community and marks a major milestone for Chinese athletes in the sport.

Immediate Market Impact

The victory translated into immediate commercial success for Kailas. The specific shoe model worn by Zhao, the Kailas FUGA EX Pro, saw a spike in demand on Chinese e-commerce platforms.

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• The shoe, priced at 2,100 RMB (approx. $290), was labeled a "champion's model" online.
• According to the source, more than 200 pairs were sold shortly after the race, with multiple sizes and colorways selling out.
• This puts the shoe in the same premium price category as high-end models from established competitors like Salomon and HOKA, which retail for around 1,900 to 2,100 RMB.

Kailas-sponsored athletes also secured the men's third-place and women's second-place podium spots, further amplifying the brand's visibility at the event. The company is a chief partner of the TORX race series, a key part of its marketing strategy.

Brand Ambition and Context

Founded in Guangzhou in 2003, Kailas began as a climbing and mountaineering equipment company before strategically expanding into the rapidly growing trail running market. The brand has invested heavily in sponsoring over 300 outdoor events and building a team of roughly 60 elite international athletes to establish its credibility.

Kailas is actively working to position itself as a premium global brand. In August, it opened its first overseas company-owned store in Chamonix, France, a hub for European trail running. The company has also engaged celebrities, such as actress Xin Zhilei, to broaden its appeal beyond niche sports communities, signaling its ambition to compete directly with dominant international outdoor apparel and footwear companies.