Selemon Barega just made a bold move—both in his career and in his choice of running shoes.
The 2021 Olympic 10,000m champ is ditching Nike and signing with Chinese sportswear brand Li-Ning, marking yet another high-profile athlete switching allegiances in the ever-competitive world of sponsorship deals.
And what better time to debut a new brand than right before his first-ever marathon?
That’s right—Barega is finally stepping up to the full 26.2 miles at the Zurich Maratón de Sevilla this Sunday, Feb. 23, and he might just be lacing up in a fresh pair of Li-Ning super shoes when he hits the streets of Seville.
Given his insane track credentials—Olympic gold, a world silver, and blistering PBs like 12:43 for 5K and 57:50 for the half—expectations are sky-high for what he can do over the marathon distance.
If that half marathon time is anything to go by (and he’s in good form), we could be looking at a 2:02 or 2:03 debut. No pressure.
The move to Li-Ning isn’t entirely out of the blue.
Li-Ning, a Chinese sportswear brand founded by former Olympic gymnast Li Ning, has been making waves in the running shoe industry, particularly with its Feidian series, which features high-performance racing shoes designed to compete with the likes of Nike’s Alphafly and Adidas’ Adizero Adios Pro.
While Li-Ning isn’t as widely recognized in the global running market, especially outside of China, the brand has been investing heavily in innovation and elite sponsorships to change that.
Li-Ning Running Shoes: What’s on Offer?
Li-Ning has developed several models aimed at both competitive and recreational runners, with a strong focus on high-tech midsoles and carbon-plated designs.
- Feidian 3 Challenger – A lightweight, carbon-plated racing shoe that balances comfort and responsiveness. More affordable compared to some top-tier super shoes.
- Feidian 3 Elite – A more aggressive racer, featuring a Pebax-based midsole and a pronounced forefoot rocker, built for efficiency in longer races.
- Feidian 3 Ultra – Li-Ning’s top-tier marathon racing shoe, designed with a soft, high-energy midsole and an advanced carbon plate for elite-level performance.
- Red Hare Series – A line of fast trainers or racing flats that prioritize speed and lightweight construction.
- Furious Rider Series – A more cushioned and stable option, built for long-distance training rather than racing.
While the brand has been successful in China, it still has a long way to go in gaining traction among international marathoners.
Some reviews praise the bounce and responsiveness of the Feidian Ultra series, but others note that the fit can be a bit narrow and that availability outside of China is still limited.
However, with Selemon Barega now on board, Li-Ning is clearly making a push to gain recognition in elite distance running.
Whether their super shoes can hold up against the big names in road racing—Nike, Adidas, and Asics—remains to be seen. But one thing’s for sure: they’re no longer just a niche brand operating in the background.
Barega’s decision to leave Nike also follows a growing trend of top athletes breaking away from the industry giant.
Hellen Obiri jumped ship to On, Kenenisa Bekele is now with Anta, and Jimmy Gressier recently signed with Kiprun (Decathlon’s in-house brand).
The running world is shifting, and more athletes are choosing brands that offer better support, financial backing, or maybe just a fresh approach to sponsorship.
So, what’s next? First, we see how Barega handles his marathon debut—because, let’s be real, no one expects him to just “finish”; he’s showing up to compete. Then, we’ll see if Li-Ning’s shoes can hold their own against the Nike Alphafly, Adidas Adios Pro, and whatever else the super shoe arms race throws at us.
