“The Maze” by Saucony: Inside the immersive London race celebrating the launch of the Endorphin Azura
Saucony continues to gain momentum in the European running scene. The American brand proved it once again on February 7 with the organization of an immersive event in the British capital: The Maze, a one hour race unlike any other that spotlighted several European crews and its new training shoe, the Endorphin Azura. Marathons.com was there, and here is the full story.
Competition is fierce among running brands. Saucony, described by its own leaders as “the little big brand,” is continuing its rise among the giants. The concept The Maze, held in London, is a clear illustration of that momentum.
| When running also becomes a matter of fashion
The Maze is exactly the kind of format brands love, a chance to build a strong identity and develop the “cool” factor sought by running communities. Lacing up sneakers is no longer just about chasing a time, but a way to express style, community and performance to make a lasting impression. It is not only about selling a shoe, but also about conveying a story and a set of codes that blend sport and lifestyle. A highly selective urban event, in line with the very on trend running show scene currently sweeping major capitals. Saucony is not new to the concept, as the relay race was already held in Paris in February 2025, inside an elevated parking structure in the 11th arrondissement.
| Breaking the codes of running
This time in London, the course took the form of a short, twisting loop weaving between warehouses in an atypical, community driven venue, snaking past small bars, restaurants, offices, flea markets and a skatepark. Participants from the various European “crews” went head to head over one hour of racing, driven by successive relays. The format was split into five twelve minute segments, raced in pairs. At each sound signal, the duo on course had to complete their lap before handing over to the team’s second pair.
The winning team was the one that covered the greatest distance. A “zero hour” concept presented as the ultimate one hour race against the clock, shifting from sunset into dusk. A massive clock mounted on the warehouse walls reinforced this creative direction.
| A highly exclusive gathering
With only around fifty starters, Saucony opted for a confidential, almost secret gathering reserved for a select few. A smart formula to reinforce the event’s mysterious, immersive and premium feel. “We are very impressed to bring together all these communities from around the world at The Maze to share meaningful memories with us. We are proud to support and include all these running groups. The Maze is now becoming iconic for Saucony, and we aim to deliver very different editions each time,” the brand’s teams said.
Among the invited crews were Paris based teams such as Collision and Beaubien. Victory in this rain soaked edition in the heart of the British capital went to the Italians of Milano Track Fanatix, who were awarded €1,000. DJs, pounding music, lighting effects shifting throughout the evening, treadmills, giant screens, sections inside a warehouse and narrow passages between the city’s typical red and grey brick buildings all shaped the experience. The urban setting was designed to impress and, above all, to break away from traditional race standards. No conventional ranking, no predictable course, ensuring suspense and an electric atmosphere throughout.
“It was a special day for Milano Track Fanatix: intense energy, fast racing and that unique atmosphere you only feel when the crew shows up in the right mindset. Events like this are exactly why we do what we do, running all out, sharing the moment and building something real together.”
Rachid, Mattia, Camilla et Greta – Milano Track Fanatix
| The opening of a new store
As part of the launch of the Saucony Endorphin Azura, Saucony is clearly signaling its ambition to expand its footprint in the European market. The day before The Maze, runners were invited to visit the brand’s new 350 square meter flagship store spread over several floors, privatized for the occasion. The company’s first European store opened last summer in Covent Garden, one of the most vibrant and sought after areas in London and, more broadly, in Europe.
Guests were able to enjoy manicure stations and apparel customization workshops, and even get sketched by an artist. For many, it was also the chance to discover the gear issued for the following day’s race, Endorphin Azura shoes and apparel branded with “The Maze.”
| Saucony’s expansion
The brand’s strategy is not limited to opening retail stores, it is also focused on strengthening its presence at major running events. Saucony is the official partner of the Vitality London 10,000 in the British capital, as well as the 10 km de la Tour Eiffel. Next September, the company is set to organize a half marathon at Shoreditch Park in London.
Saucony has also announced plans to continue its expansion, notably with the opening of a pavilion this year in the Le Marais, in Paris. A logical move after the brand’s growing presence through pop up stores in the French capital during fashion weeks. Enough to challenge some of the major brands long established in this highly sought after fashion district.
The line between lifestyle and running is becoming increasingly blurred. Streetwear is losing ground to pieces originally designed for sport. Founded in Pennsylvania in 1898, Saucony perfectly embodies this trend embraced by major equipment brands. With concepts like The Maze, partnerships with races, plans to open stores across Europe and the development of high performance shoe models, the brand is clearly stating its ambition. To establish itself among the most influential running brands in the world and to become a pioneer in this new way of expressing identity.
✔ The Saucony Endorphin Azura is available on the official website of Saucony.
Emma BERT
Journaliste