For 24 years, ever since the Xiamen Marathon was first held in March 2003, Huang Lisheng has been at the race's starting line. Now in his 50s, the physical education teacher at Xiamen University in the coastal city of Xiamen, Fujian Province, remains an avid runner with over four decades of experience.

Held annually in Xiamen, the single-distance full marathon is known for its fast course and scenic coastal views, drawing elite and recreational runners alike. The race starts and finishes at the Xiamen International Conference and Exhibition Center and follows a winding route along the Island Ring Boulevard, offering beautiful waterfront views.

Speaking about his first time participating in 2003, Huang said, "It was really tough. But after winning a championship for amateur participants in 2003, I fell in love with marathon running," he told Beijing Review.

He also offers fitness and marathon training courses at Xiamen University, having led more than 20,000 students in runs over the past two decades. "Many students who once shrank back from marathon running have gradually come to enjoy it," he said.

In 2021, the Xiamen Marathon gained the World Athletics Elite Platinum Label, the highest designation a road race can receive from World Athletics—the international governing body for athletics. For the city, the event has evolved beyond a mere sports competition, turning into a signature brand for the city and an economic boon that attracts a growing number of visitors.

Shen Lan, a spokesperson for the Xiamen Sports Bureau, told Beijing Review that the Xiamen Marathon attracts around 35,000 enthusiasts from around the world each year.

In January, 34,715 domestic runners and 285 international competitors from 31 countries, including the United States, the United Kingdom and Germany, participated in the event, she said.

Booming trends

Today, road running is attracting growing participation in China, driving the overall sports economy. According to the Chinese Athletics Association, China hosted 594 road-running events in 2025, drawing over 4 million participants.

Running races, including the marathon, are not only reshaping Xiamen's sports landscape, but also injecting new momentum into its economy. According to the municipal authorities, these events combined generated direct economic benefits worth 500 million yuan ($73 million) across the transportation, accommodation, food and beverage, and retail sectors.

Huang has witnessed dramatic changes along the route over the years. Huangcuo and Zengcuoan, once fishing villages, have developed into clusters of hotels, homestays and retail stores. "Thanks to the marathon, these villages have become popular tourist destinations," he said.

The city has also been improving infrastructure to support healthy lifestyles. Opened to the public in 2020, the 54-km Xiamen Mountains-to-Sea Trail winds through some of the city's most beautiful natural scenery, stretching from verdant hills to the coastline. As of this year, the trail had received over 60 million visits.

On the fast track

As marathon runners push forward on the course, they rely on carbon plates in their shoes for propulsion and stability. Some of these plates are made from the same aerospace-grade polymeric (PI) fiber used in satellites and rockets. Chinese sportswear brand Xtep has integrated this technology into its racing shoes, offering athletes greater durability at a lighter weight.

Headquartered in Quanzhou, Fujian, Xtep has launched its innovation center in the neighboring city of Xiamen. It has also built over 70 running clubs across China to provide services for professional athletes and encourage public participation in fitness.

"A very thin bundle of the fiber, roughly the diameter of a few human hairs, has enough tensile strength to support the full weight of an average adult (60-80 kg)," Shi Xuelian, head of a unit operating Xtep running clubs, told Beijing Review, noting that soles made with this special PI fiber material bend more easily and spring back to shape better-than-regular carbon plate soles.

According to Shi, the company usually goes through five to eight rounds of adjustments before finalizing the design of a new product. From concept to consumer, one pair of shoes typically requires about 15 months.

The brand has also introduced eco-friendly footwear and sports apparel made from bio-based, biodegradable materials, including coffee grounds, pineapple leaves and algae.

It has also launched a line of clothing made from recycled plastic bottles, which are broken down and respun into synthetic fibers.

According to Shi, during production, the company's Mass Balance running shoe cuts carbon emissions by 81 percent per shoe compared to those made with traditional petroleum-based raw materials. That reduction adds up to 26,600 tons annually, equivalent to planting more than 1.47 million trees each year.

Xiamen has developed itself into a sports industry hub. As of late 2024, the number of related companies in the city had reached 14,150, according to official statistics. Fujian-based sportswear brands such as Anta and 361 Degrees have also launched businesses in Xiamen.

Over the past 20 years, Xiamen has developed a robust fitness equipment industry. In Tongan District alone, the total output of 45 related companies exceeded 5 billion yuan ($733 million) during the first 10 months of 2025. While known as a warm coastal city, it has also been consolidating its role in ice and snow gear manufacturing.

Headquartered in the city, Xiamen Better Sporting Goods Co. Ltd. specializes in ice hockey gear. According to the company, North America accounts for half of its exports, and that share is expected to see 12 to 15 percent growth this year.

Exploring the blue

At Wuyuan Bay in Huli District in Xiamen, visitors can enjoy kayaking and other water sports. The adjacent sports park offers walking paths, as well as basketball and pickleball courts with a breathtaking seaside view.

Once severely eroded coastal mudflats, the facility has now turned into one of China's largest yacht harbors through ecological restoration efforts begun by the municipal government in 2005.

"Opened in 2024, the Wuyuan Bay Bridge Pier Sports Park was built on a previously idle space. It has attracted more and more people with its diverse sports and entertainment activities, especially young crowds," Zhang Yaying, deputy general manager of a company that operates cultural, sports and tourism projects in the bay area, told Beijing Review. Built under a bridge, the park blocks out harsh sunlight and rain while allowing people to exercise and enjoy the seaside views.

The company has also introduced beachside camping and dining projects, and is enhancing basic services throughout the area by adding unmanned convenience stores and vending machines, Zhang said.

According to her, the bay area attracted more than 5 million visits annually over the past two years, and hosted nearly 90 sports events each year, including the China Club Cup Sailing Challenge and China (Xiamen) International Boat Show.

According to Zhang, the marina now features over 300 berths and welcomes 1 million visitors annually, who come to sail, enjoy yachting and partake in a variety of water activities.

Powered by passion

Sports passion is rapidly becoming part of Xiamen residents' shared identity, with badminton yet another beloved sport in the city.

Xiamen's badminton tradition dates back to the early 20th century, when many overseas Chinese returning from Indonesia chose to settle in the city and introduced the sport to China.

Today, badminton remains widely popular. As the local sports bureau estimated, Xiamen alone is home to 100,000 badminton players, representing one third of all local sports aficionados. Each year, more than 80 badminton competitions held in the city attract around 30,000 participants. Last year, the city hosted the 19th Sudirman Cup World Mixed Team Badminton Championships, one of the biggest tournaments in the sport, which is held biennially.

Xiamen's broader sports calendar is more diverse. According to Shen, the city is hosting the Fujian Football City League, or Minchao, and will launch a series of sporting events like the World Athletics Relays later this year. It will also host the prestigious Italian cycling race Giro d'Italia Ride Like a Pro Xiamen Open. The event is expected to attract around 3,500 participants this year, and will continue to be convened in the city for three consecutive years.

In 2024, Xiamen's sports industry output exceeded 71 billion yuan ($10 billion), accounting for 3.75 percent of the city's GDP. Local household sports consumption amounted to more than 19 billion yuan ($2.7 billion) that same year, up 57.6 percent from 2020, according to the sports bureau.

To facilitate residents' participation in athletic activities, the municipal government has launched digital platforms integrating over 6,000 public sports venues for people to search for and make reservations for nearby gyms, and provides courses on running or yoga. Starting from 2022, it has also introduced AI-powered fitness devices across the city, providing users with customized guidance for exercises.

Xiamen is positioning itself as an outdoor sports destination. "Leveraging its geographical edges, the city is building marine sports zones and coastal routes, especially by promoting recreational water sports," Shen said.

The city's authorities will also improve local infrastructure to integrate outdoor sports with tourism and will launch additional coastal projects centered on healthcare, fitness and leisure, Shen said. BR

(Reporting from Xiamen, Fujian Province) 

Copyedited by Elsbeth van Paridon 

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