- ASICS becomes title partner of the Marathon de Paris from 2027, building on a 17-year partnership.
- The first ASICS Marathon de Paris will mark the race’s 50th edition on April 4, 2027.
- Registration opens on September 8, 2026, with general-entry places allocated through a new lottery system.
- A refreshed identity and the tagline “La Joie court les rues” which translates to ‘Paris runs on joy’ will bring ASICS’ Sound Mind, Sound Body purpose to life across the event.
- New initiatives are planned to improve the accessibility and overall event experience for runners and spectators
For runners by runners: On April 4, 2027, the ASICS Marathon de Paris will bring the brand’s Sound Mind, Sound Body philosophy to the streets of Paris
[Paris, France, 8 September 2026] – ASICS today announced that it will become title partner of the Marathon de Paris from 2027, deepening a relationship with the event that spans 17 years. The newly named ASICS Marathon de Paris will celebrate its 50th edition on April 4, 2027. The partnership marks a major new chapter for ASICS and one of the world’s largest marathons, uniting them behind a shared belief in the power of sport to bring people together and uplift the mind.
Derived from the Latin phrase Anima Sana In Corpore Sano which translates to “A Sound Mind in a Sound Body,” ASICS was founded on the principle that movement can have a positive effect on both body and mind. As title partner, the brand will bring this philosophy to the entire marathon experience, supporting runners throughout their journey and turning the streets of Paris into a celebration of movement and collective energy.
The multi-year partnership builds on ASICS’ broader, long-term commitment to helping people throughout Paris experience the benefits of movement. In 2024, the brand launched “Paris, bouge ton esprit” (“Paris, Move Your Mind”), a program created for communities with fewer opportunities to exercise in their daily lives. Developed in partnership with the City of Paris, it provided free training sessions, equipment loans, expert guidance and coaching. The programme was complemented by investment in the renovation and development of local sports infrastructure, creating more opportunities for Parisians to move, not only on marathon day, but throughout the year.
“Becoming title partner of the Marathon de Paris is an incredibly proud moment for ASICS. After 17 years together, we have seen first-hand what this event means to the runners, supporters and communities who fill the streets of Paris with energy and excitement. Every runner arrives at the start line carrying their own story – the early mornings, the good and not-so-good days, the months of preparation and a deeply personal reason to keep moving forward. We want to honour every one of those journeys by creating an experience shaped by runners, for runners – one that celebrates the joy, emotion and uplifting power of movement and brings our founding purpose, Sound Mind, Sound Body, to life across Paris and beyond,” says Eddy Ferhi, Marketing Director at ASICS France.
A New Identity for a New Chapter
The title partnership will be expressed through a refreshed event identity and the new tagline “La Joie court les rues” (“Paris runs on joy”).
The concept celebrates the unique character of the ASICS Marathon de Paris: a demanding personal challenge that becomes a powerful collective experience through the energy of runners, supporters, volunteers and local communities.
“The 50th edition gives us a unique opportunity to celebrate the history of the Marathon de Paris while opening an ambitious new chapter with ASICS. Our shared objective is to create an exceptional experience for every runner and an event that resonates far beyond the course — one that brings people together and allows the whole city to share the joy of running,” said Laurent Sturtz, President of Cadence Running United.
Registration Opens for the 50th Edition
Registration for the 2027 ASICS Marathon de Paris lottery opens on September 8, 2026. With demand exceeding the number of available places, general-entry bibs will be allocated by lottery, giving every applicant an equal chance regardless of when they apply during the registration period. The first results will be announced from October 1, 2026.
The event will also introduce initiatives intended to make participation more accessible and purposeful, including team entries and supporting local communities and charitable causes.
The route for the 50th edition will be unveiled in early 2027.
Further information and registration details are available at www.asicsmarathondeparis.com
