Let’s face it—marathoners are a tough breed. They train through rain, shine, and even family gatherings to show up on race day, ready to tackle those daunting 42.2 kilometers. But sometimes, no matter how well you prepare, the marathon gods have other plans. Whether it’s an injury, dehydration, or simply hitting the wall, many runners experience the dreaded “DNF” (did not finish). It’s a tough pill to swallow, but at the 2025 Xiamen Marathon, Chinese running brand Xtep turned that disappointment into a moment of unexpected joy.
A Little Love for the DNFs
While thousands of runners crossed the finish line at this year’s Xiamen Marathon, a fair number didn’t. That’s the reality of any race. But unlike most events, where DNFs quietly slip away unnoticed, Xtep had a surprise waiting for them: DNF gift bags. Yes, you read that right. This wasn’t some pre-announced consolation prize either; the gesture came out of nowhere, catching many runners off guard in the best way possible.
The bags featured Xtep’s signature thoughtful touch, emblazoned with the phrase, “It’s okay, come again.” Inside, runners found an Xtep running shirt, a discount for their next shoe purchase, and a heartfelt note that might just tug at your heartstrings:
“To the unfinished steps: You may not have passed the finish line, but you have already surpassed your previous self. At every step, you fought against giving up. Every drop of sweat is in the shape of a dream. This is not for proof. It’s about the journey in the process. Continue to work hard for your goal in the present and future. Keep running.”
It’s like a pep talk from a friend who gets you…only this friend also happens to make some pretty nice running gear.
Why It’s Brilliant (and Not Salt in the Wound)
Now, let’s be real—some might argue that giving runners a tangible reminder of their DNF is like handing someone a participation trophy with an asterisk. But we think Xtep is onto something special here. Instead of letting runners slink away discouraged, they offered a message of hope and encouragement. The note reminded participants that every step they took was an achievement, even if they didn’t cross the finish line. What they’re saying is that it’s not just about the result; it’s about the grit it takes to even show up at the start.
This was more than a feel-good gesture—it was a masterclass in brand marketing. Xtep not only connected with runners on an emotional level but also positioned itself as a brand that understands the highs and lows of the running journey. And let’s face it, after receiving that shirt and discount, you’d probably think of Xtep the next time you need new running shoes.
The Xiamen Marathon, held in the coastal city of Xiamen, China, is known for kicking off the international racing calendar with a bang. While it’s not New York or Chicago, the race still attracts around 30,000 participants, and it’s one of China’s marquee marathons, second only to Shanghai and Beijing in size. Thanks to Xtep, this year’s edition left a particularly memorable impression—not just for the finishers but for those who came up short yet walked away feeling seen and inspired.
