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Canon's costumed capers prove a fancy dress fillip

By Bao Wanxian (China Daily)
Updated: 2009-10-27 11:14

The 2009 Beijing International Marathon went under starter's orders on October 18 in Tiananmen Square. This year's tournament, beginning in Tiananmen Square and ending at the National Olympic Sports Central Avenue, by way of many of the Olympic landmarks, including the Bird's Nest and the Water Cube, attracted over 30,000 participants from both China and overseas.

The marathon, organized by the Chinese Athletics Association and approved by the State Sports General Administration, as well as the Municipal Government of Beijing, was the jewel in the crown among the annual outdoor sporting events held in the Chinese capital this year.

Among the many of the non-professional runners, one of the most popular activities was the "Fancy Dress" running team with the slogan of "Run Out in Color to Create a Better Future", organized and sponsored for the second time by Canon China.

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Canon China has participated in the Beijing International Marathon program since 2007. Last year, the Japan-based photography and imaging company introduced the fancy dress element into the event for the first time. The initiative proved a huge success, with hundreds of runners embracing the opportunity to add a little costumed fun to the event.

In this year's marathon, a large number of people spontaneously followed Canon's lead and turned up to run in a series of outlandish costumes, including a "Beautiful Bunny", several characters from the "Angel and Demons" comic books, a US-style bride and even some outfits that lampooned well-known political figures.

One Kenyan runner said: "It was very interesting to see such an amusing team, complete with cartoon styles and intriguing shapes, take part in the marathon."

At the end of the 4.2 km mini-marathon course, Canon China set up a digital imaging station, allowing runners to capture and print photo souvenirs of their costumed capers during the 2009 run.

Commenting on the success of the event, Lu Jie, assistant director of Canon China's corporate communication devision, said: "It is a unique way for Canon China to share the passion of those taking part in the Marathon program and its related activities. It's very much in keeping with our 'Delighting You Always' slogan and allows us to encourage an increasing number of people to get fit and take part in sports activities."

Canon, in accordance with its corporate philosophy, has maintained its awareness of the importance of fostering a society characterized by sustainable prosperity. One of the key reasons for it choosing to sponsor the Beijing International Marathon program was its obvious popularity among people nationally and internationally.

In 2007, the first year Canon China sponsored the program, a total of 17,000 runners took part in the activity. Three years later, the fast growing scale of the event saw it attract more than 30,000 competitors.

Lu Jie said: "This growth is due, in part, to the success of the 2008 Beijing Olympics, which stirred considerable enthusiasm among the city's residents for participating in sporting activities. It is a golden opportunity for Canon China to promote its brand in the Chinese market."

She believes that sporting events make an ideal target for the company's promotions- as its high-tech imaging products are perfect for capturing the defining moments for athletes and thus inspiring more passion among the public.

According to Ren Hai, an expert on the sports industry at Beijing Sports University, the increasing number of sponsors seeking both commercial profits and social impact at marathon programs and related activities, will see the sector expand hugely in the future.

Since coming to China at the end of the 1970s, Canon has set up 16 subsidiaries, two offices and one training center. Along with its business development, Canon China has launched a number of CSR (corporate social responsibility) activities in China, focusing on a series of photographic and video initiatives, including environmental, educational and cultural projects.