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Skechers Won the Boston Marathon. But Why Was It Even in the Race?

Meb Keflezighi runs alone on the race course during the 118th Boston Marathon on April 21
Meb Keflezighi runs alone on the race course during the 118th Boston Marathon on April 21Photograph by Steven Senne/AP Photo

Meb Keflezighi was a bit of a long shot in today’s Boston Marathon today. He’s American, for starters, and American men haven’t won the race in three decades. He’s also 38, a bit old for elite running. And he was wearing Skechers.

But the shoe brand perhaps best known for putting cushy kicks on elderly women (and a creaky Joe Montana) has emphatically stomped on one of the running world’s biggest podiums with Keflezighi’s victory in Boston. “It’s a pretty massive deal for a nontraditional running shoe company,” said Eric Smallwood, senior vice president of Front Row, a Philadelphia marketing and analytics company focused on sports. “It’s definitely going to get new adopters, the 30-year-old to 40-year-old who just started running.”