Marathon Sports
An American run-specialty retailer serving runners and walkers through stores in New England.
Last updated August 31, 2026
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Overview
Marathon Sports is an American specialty sporting-goods retailer focused on running and walking. Founded in 1975, the company operates primarily in New England and is headquartered in Waltham, Massachusetts. Its retail network includes Marathon Sports locations in Massachusetts, Connecticut, and Rhode Island, as well as stores operating under the Runner's Alley name in New Hampshire. The company also incorporates the Connecticut-based soundRunner locations within the broader business structure associated with its acquisition by Fleet Feet. Unlike a general sporting-goods chain, Marathon Sports is positioned as a run-specialty retailer. Its stores concentrate on footwear, apparel, socks, nutrition, hydration products, and other equipment used for running and walking. Store employees are trained to help customers select and fit running and walking shoes, and the business emphasizes advice relating to comfort, fit, and running-related injuries. This service-oriented model makes the retailer more dependent on staff expertise and local relationships than on a purely self-service or mass-market shopping experience. Community participation is a central part of the operating model. Stores under the Marathon Sports umbrella are involved in local running communities and may organize or support training groups for races ranging from 5-kilometer events to half marathons. The company has therefore functioned not only as a retail seller but also as a point of connection among runners, race participants, coaches, and local athletic organizations. Marathon Sports has also been associated with high-profile running institutions in Boston. Through a joint venture with the Boston Athletic Association and Adidas, it helped open RunBase, a Boston Marathon-oriented museum, locker room, and retail concept located near the marathon finish line. The venue displayed historical artifacts from the Boston Marathon and sold Adidas products, while Marathon Sports managed and staffed the facility. RunBase was conceived as a community hub for local and visiting runners and closed in 2018. The company became publicly associated with the 2013 Boston Marathon bombing because one of the explosions occurred outside its Boylston Street store. Employees used clothing from the store to help provide first aid, including improvised tourniquets, and employees and customers later testified during the 2015 trial of Dzhokhar Tsarnaev. This event was a traumatic incident affecting the store and surrounding community rather than a corporate scandal. In June 2022, Fleet Feet purchased the 11-store Marathon Sports chain, the Runner's Alley locations in New Hampshire, and the soundRunner locations in Connecticut. Marathon Sports continued to operate as a separate company after the transaction. In 2025, Marathon Sports acquired Fleet Feet Maine Running, extending its connection with the Fleet Feet organization in Maine. The available reference material does not identify current executives, financial results, a corporate website, or a publicly traded listing.
History
Marathon Sports was founded in 1975 as a running-focused retailer in the United States. Its business developed around the run-specialty format, which differs from a broad sporting-goods store by concentrating on the needs of runners and walkers. The company's stores sell footwear, clothing, socks, nutrition, hydration products, and related equipment, while employees provide specialized assistance with shoe selection and fitting. The retailer's operating footprint became concentrated in New England. Marathon Sports operated stores in Massachusetts, Connecticut, and Rhode Island, while related locations in New Hampshire traded under the Runner's Alley name. The company also became associated with the Connecticut soundRunner stores. Across these banners, the business emphasized local service and links with running communities. Stores participated in local athletics and supported training groups preparing customers for events ranging from 5-kilometer races to half marathons. Marathon Sports developed a prominent Boston-facing project through RunBase. In a joint venture with the Boston Athletic Association and Adidas, it opened a roughly 2,000-square-foot facility near the Boston Marathon finish line. The concept combined a museum, locker room, and retail store. Exhibits included historic Boston Marathon clothing and shoes as well as a second-place medal from the first race in 1897. Adidas supplied the featured merchandise, while Marathon Sports managed and staffed the venue. RunBase was designed as a gathering place for runners living in Boston and visitors attending the marathon, but it closed in 2018. On April 15, 2013, the company's Boylston Street store was directly affected by the Boston Marathon bombing. The first bomb exploded outside the store during the 117th running of the race. Employees responded to the emergency by helping injured victims and using store clothing as makeshift tourniquets. Employees and customers subsequently provided testimony in the 2015 criminal trial of Dzhokhar Tsarnaev. The incident became part of the public history of the store and the Boston Marathon, although it was not a scandal involving the company. A major ownership change took place in June 2022, when Fleet Feet purchased the 11-store Marathon Sports chain along with Runner's Alley in New Hampshire and soundRunner in Connecticut. Marathon Sports remained a separate operating company rather than being immediately absorbed into the Fleet Feet brand. In 2025, Marathon Sports acquired Fleet Feet Maine Running. The available reference material does not provide a detailed account of the company's original founders, executive leadership, revenue, store-by-store history, or current digital commerce operations.
- 2025
Fleet Feet Maine Running acquisition
[1]Marathon Sports acquires Fleet Feet Maine Running.
- 2022
Fleet Feet acquisition
[1]Fleet Feet purchases Marathon Sports, Runner's Alley, and soundRunner locations.
- 2018
RunBase closes
[1]The Boston Marathon museum, locker room, and Adidas retail concept associated with Marathon Sports closes.
- 2015
Further recognition among leading running stores
[1]Marathon Sports is again voted one of the 50 best running stores in America.
- 2013
Boston Marathon bombing affects Boylston Street store
[1]A bomb explodes outside the company's Boston Marathon-area store. Employees assist victims and later participate as witnesses in the related trial.
- 2012
Recognition among leading running stores
[1]Marathon Sports is voted one of the 50 best running stores in America.
- 1975
Marathon Sports is founded
[1]Marathon Sports is established as an American running-focused sporting-goods retailer.
Products and positioning
A service-led run-specialty retailer emphasizing knowledgeable footwear fitting, running-related product expertise, and participation in local running communities.
Footwear
Running and walking footwear
Running and walking shoes are the core category of the business. Marathon Sports operates as a run-specialty retailer, with trained employees helping customers select and fit footwear for their intended activities and individual needs.
Apparel
Athletic apparel
The stores sell athletic clothing for running and walking, including apparel intended for training, racing, and general exercise. Apparel also played a practical role in the company's emergency response during the 2013 Boston Marathon bombing.
Running equipment
Running accessories and equipment
The retailer carries supporting products used by runners and walkers, including socks, nutrition, hydration products, and other running-related equipment. These categories complement the company's footwear fitting and advisory services.
Marketing campaigns
- Local running-community training groups
New England, United States
Stores under the Marathon Sports umbrella participate in local running communities and organize or support training groups for races ranging from 5-kilometer events to half marathons.
Outcome. The programs reinforce the company's community-oriented run-specialty positioning, although the reference material does not provide participation figures or a formal campaign end date.
- RunBase
Boston, Massachusetts, United States
Marathon Sports joined the Boston Athletic Association and Adidas in creating a museum, locker room, and retail facility near the Boston Marathon finish line. The project displayed marathon artifacts and served local and visiting runners.
Outcome. RunBase closed in 2018.
Brand decisions
2025
Acquisition of Fleet Feet Maine RunningM&ABackground
The company expanded its relationship with the Fleet Feet organization after the 2022 ownership transaction.
Action taken
Marathon Sports acquired Fleet Feet Maine Running.
2022
Sale to Fleet FeetM&ABackground
Fleet Feet sought to acquire the Marathon Sports chain together with the related Runner's Alley and soundRunner store locations.
Action taken
Fleet Feet purchased the 11-store Marathon Sports chain, the New Hampshire Runner's Alley locations, and the Connecticut soundRunner locations.
Aftermath
Marathon Sports continued to operate as a separate company after the transaction.
Sources1 sources
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