Search
shop

Kristian Blummenfelt joins ASICS, and why it makes sense

John Levison with the analysis on Kristian Blummenfelt's new partnership with ASICS.
Chief Correspondent
Last updated -
Get the ultimate guide to destination racing

There’s surely no argument that Norway’s Kristian Blummenfelt is the male triathlete of the year.

While ‘Big Blu’ has been featuring in more than his fair share of headlines, they have been fully earned by his stunning on-course performances, across all distances.

Here’s another, with news that ASICS have announced a partnership with the Olympic and World Champion. Quite appropriate, given that those events – plus his recent performances in Cozumel and Daytona – were all achieved wearing the brand’s METASPEED Sky shoe.

Running Shoe market

You would expect, of course, an elite athlete to reflect that their particular bike / shoes / nutrition / clothing / other sponsor is ‘best’, of course, but given the rapid changes which have been happening in the footwear market in recent years, we thought that this particular announcement was worthy of mention. And just a little bit of analysis…

Initiated by the Breaking Two and INEOS 1:59 projects and the attempts of Eliud Kipchoge to cover the marathon distance in under two hours, the running shoe market has made huge technological moves in recent years.

The introduction of the carbon-plated super shoes, led of course by Nike’s Vaporfly and Alphafly range, have been a clear contributor towards faster times in road running. Those developments haven’t necessarily received universal praise, with (valid) arguments that comparisons of times to previous generations are all but impossible. Records have been tumbling – in the shoes of various brands – in 5km, 10km, and Half Marathon racing.

From an elite athlete perspective however, choosing not to use the latest technology is almost career suicide. That has resulted in some very notable examples of sponsored athletes wearing blacked-out versions of competitor products so as not to be (literally) left behind.

Perhaps more interestingly, in some cases athletes have been making a conscious decision not to have a shoe sponsor, in order to be able to make a free choice in a rapidly changing market. The top-level margins are fine, and nobody wants to give away ‘free speed’. That, until now, was seemingly the Blummenfelt approach.

While the Nike shoes are still the market leader in terms of volume sales (you simply can’t miss the mass of fluoro colours at any event you want to attend), the ‘super shoe’ market is now a far more competitive one, with ASICS, Hoka, Saucony, adidas, New Balance and others all producing competitive options to challenge the lead that the Oregon-based ‘Swoosh’ has set.

Credibility

Kristian himself has done extensive footwear testing – much of it documented on his YouTube channel – including plenty of racing in the various Nike models, purchased with his own (non-sponsored) cash.

Having won all of his biggest races in 2021 wearing the METASPEED Sky shoe, it’s a link-up which seemingly makes a lot of sense all round. From a brand perspective, there can’t be much more credibility than perhaps the best male athlete in the sport wearing your product to high-profile success before you are partners.

Kristian Blummenfelt Olympic Triathlon Tokyo 2021

From athlete perspective, these modern shoes are not cheap – so being paid to wear them, rather than paying to wear them, is a very attractive option too.

I think we’ve all learned a lot about Team Norway and their scientific approach to the sport in recent months, meaning that Blummenfelt and team must be very content that his current and future products will not leave him at a disadvantage. Recent performances suggest that the products work pretty well for him…

Off the back of his 2021 season and still aged 27, his best years could well be ahead of him – making him a marketing dream.

When you add all that into the mix, it’s a link-up that makes sense at all levels.

It also means that ASICS have both Tokyo 2020 Olympic champions in their official global ambassador team.

John Levison
Written by
John Levison
TRI247's Chief Correspondent, John has been involved in triathlon for well over 30 years, 15 of those writing on these pages, whilst he can also be found commentating for events across the UK.
Discover more
Caroline Pohle Lena Meissner ironman 703 jonkoping sprint 2025
PremiumTriathlon’s mid-season report card: Tim Don on who’s raising the bar this triathlon race season
TRI-FIT VANGUARD tri suit review
The entry-level tri suit with a serious amount of performance for the price point – TRI-FIT VANGUARD review
Hayden Wilde bike supertri Boston 2024 photo credit supertri
Premium10 ways to make your road bike faster and more aero for triathlons
Kristian Blummenfelt photo credit: PTO Canadian Open
PremiumIs your gut health impacting your performance? The untapped potential of good gut health for triathletes
Laura Philipp and Kat Matthews on the run at the 2024 IRONMAN World Championship
PremiumHas triathlon reached peak performance? Tri experts and legends on how much faster triathletes could get
latest News
Anne Haug wins Challenge Roth 2024 [Photo credit: Simon Fischer | Challenge Roth]
Triathlon legend and current world record holder Anne Haug announces her retirement
Lovseth Perterer Sanchez IRONMAN Lake Placid 2025
Rising Norwegian star underlines Kona claims and says that’s now the big goal
Vincent Luis San Francisco 49ers tri suit 2025
Short-course triathlon great Vincent Luis is OUT of T100 London
Marquardt Hogenhaug Foley IRONMAN Lake Placid 2025
‘World Championship level’ – Marquardt says bike bar was raised at Lake Placid
Solveig Lovseth wins IRONMAN Lake Placid 2025
IRONMAN Lake Placid 2025 women’s results: Løvseth shows she’s the real deal and next Norwegian superstar
triathlon on your terms
Never miss out with our triathlon alerts & digest. Get a dose of adventure & inspiration with Boundless.
The 247 Group

The home of endurance sports

TRI247-LOGO_Primary-Black_RGB-1

CHOOSE YOUR MEMBERSHIP TO BECOME PART OF SOMETHING EPIC

We’re on a mission to elevate the world of endurance sport, becoming your go-to resource for expert training tips and inspiration, unbiased reporting and creating a platform for grassroots voices. But we can’t do it without you on board! Choose a TRI247+ membership option below and become part of something epic.

£7.95/month

Unlimited access. No ads. A whole library of tips, advice and inspiration at your finger tips, and the chance to shape the future of triathlon journalism.

100+ new articles/month

You’ll also gain access to our other premium websites:

Have an account? Sign in

£47.95/year
£95.40/year

50% Discount

100+ new articles/month

Unlimited access. No ads. A whole library of tips, advice and inspiration at your finger tips, and the chance to shape the future of triathlon journalism.

You’ll also gain access to our other premium websites:

Have an account? Sign in

Share to...