Running along.

Dear Singaporean Cow,

Why are there so many marathons nowadays in Singapore, and why can't I join the Nike Human race 2009 since it opened up for registration 3 days ago only?

Dear readers,

AHM 2009, Adidas Sundown 2009, Standard Chartered 2009, Yellow Ribbon Prison Run 2009, Wave Run 2009, Mizuno Wave Run 2009.

All of the above mentioned are a few of the more well known marathons held here in Singapore. This year alone, there have been or will be close to 40 marathons (Singapore Marathon Calender), a humongous jump from five years ago where marathons were a passing mention. Needless to say, Singaporeans have been picking up on the latest fitness craze of running the average distance of 67 bus stops under an hour. (an ≠ a e i o u)

While being popularized by the many sporting outfits in Singapore (namely Nike, Adidas, Asics, New Balance) with crazy discounts and hard sell image branding, Singaporeans themselves have also picked up on the latest craze thanks to a dedicated sports mall (Velocity), boutique fitness gyms and the 'idea' of running on a closed highway or tunnel. Its not surprising to see smart polished executives sporting a bright sporty shoe bag on their way to work or having half of Singapore come to East Coast Park every evening. In fact, to carry a shoe bag is like walking around with a sparkling Rolex; somewhat a status quo.

From the Cow's experiences, marathons are totally different from the normal evening runs. When you have a constant support from strangers cheering you on, lots of eye candy and the fearful shame of letting the male ego falter (i.e give up while girls overtake you), one will be surprised how fast their legs take them to the end point. More often than not, the Cow overhears an exclamation on how 10km not feel like 10 clicks (kilometers) at all.

As to the answer for the second question, the Cow is also shaking his head there. Of all marathons, the Nike 10K Human race seems to be the marathon of the year. Few marathons can boast of a sell out race, however the Nike marathon sets the record for the fastest sell out with regards to marathons. The speed of which how 10 000 slots can be snapped up in an instant still amazes him, one would expect that at an U2 concert. But if you are wondering if the Cow is taking part in that race, the answer is no. He too was 3 days late.

However if you factor in some marketing or advertising sense, you can start to see why the Nike marathon is so successful. Nike seems to have Singaporeans eating out of their hands in terms of marketing and marketing only. How so? The break down of that would be in the up and coming post. The Cow has an exam to take care off.

Got a comment or a question for the Cow? Email away at cowsdontdrinkmilk@gmail.com.