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10,000 Runners Make History At The adidas King Of The Road 2012

NPE Highway filled with 10,000 runners for the first time in this year’s 14th edition of the highly anticipated run. 

PETALING JAYA, 9th September – A loud roar kicked off the start of last Sunday morning when 10,000 passianote runners took to the NPE Highway for this year’s most talked about run – the adidas Malaysia King of the Road 2012 which was flagged-off by the Minister of Works Dato’ Seri Shaziman bin Hj Abu Mansor, to the cheers of the runners and supporters here at the Sunway Pyramid frontage.

This year’s race themed ‘Cool’ inspired from the adidas ClimaCool range, featured runners in a multitide of colours – adding to the ‘cool’ effect. The mesmerising multi-colours were a salute to the vibrancy of the sports scene across South East Asia.

“As a global leader in running, adidas is geared towards helping runners all over the world perform better with the introduction of products, technology and platforms designed purely with a runner’s needs in mind. The organization of running events such as the adidas King of the Road is meant for runners to challenge themselves and to achieve personal breakthroughs,” said Bryan Gee, Brand Manager of adidas Malaysia.

adidas has a long standing history in running and athletics dating back to 1928 when its founder, Adi Dassler, supplied Una Radke with a handmade pair of spikes to wear during the Olympic Games in Amsterdam. Many more heroes of athletics have followed including Jesse Owens, Emil Ziltopek, Al Oerter, Bob Beamon, Daley Thompson, Grete Waitz, Heike Henkel and Haile Gebrselassie.

The adidas King Of The Road 2012 marks the 14th edition hosted by the world's leading sports brand and is in celebration of adidas' latest global one brand campaign titled ‘adidas is all in’. The campaign concept takes away the boundaries of fame, money, age, gender and geography and showcases that passion unites us all. 

The adidas King Of The Road 2012 is an extension to this global one brand campaign, uniting those with the passion to run and to go ‘all in’. The race is a regional effort that will see 5 different countries - Thailand, Indonesia, Singapore, Philippines and Malaysia, hosting the same race.

With state of the art tracking equipment and the latest in monitoring technology, the adidas King of the Road 2012 comprised of two distances, 16.8KM and 10KM. The run was held for the third time on the NPE Highway due to its popularity among runners, with an awesome view of KL city and cutting through 3 different key districts in the Klang Valley. Today’s race was the first time NPE Highway had 10,000 on foot blazing their highway.

Today’s marathon comprised of two categories - the ‘Closed’ category (Men / Women) opened to local runners (Malaysians and Permanent Residents) and the ‘Opened’ category (Men / Women) for international participants. The winner of the country’s Closed categories (Men / Women) will represent Malaysia in an all-expenses paid trip to compete in the adidas KOTR Southeast Asia Championship to be held in this year’s host country, Singapore, in a bid to be crowned the adidas South East Asia ‘King of the Road 2012’.

“The organisation of running events such as the adidas King of the Road is meant for runners to challenge themselves. We want to create a platform that offers runners a unique and memorable experience and an opportunity to get together and achieve personal breakthroughs”, continued Gee. 

“This event comes at a time when running is becoming increasingly popular among Malaysians and across Southeast Asia. Keeping up with this fitness trend, we hope to contribute to the vibrant sports scene in Malaysia and the region by cultivating sporting habits and an active lifestyle. In addition, we hope that the adidas KOTR will offer runners the opportunity to run different routes across the region that will ultimately enhance their running experience,” added Gee.

The 2012 adidas ‘King Of The Road’ in Malaysia is supported by the Ministry of Works, concessionaire New Pantai Expressway Sdn Bhd and the Sunway Group.