One of the biggest stories in running watches just got bigger. Eliud Kipchoge — the man who has broken the two-hour marathon barrier — is no longer partnered with COROS. Now, he's teamed up with Huawei.
The timing is notable. COROS publicly acknowledged their partnership with Kipchoge and the NN Running Team ended on November 21, 2025. By January 2026, Huawei had already stepped in as the team's new "technology partner." And on February 26, 2026, Huawei made it official: Kipchoge is now a global ambassador for the WATCH GT Runner 2.
This isn't just a sponsorship swap. It's a signal.
Image via COROS
What We Know
The partnership terms aren't public — financials, contract duration, exclusivity clauses, all that is undisclosed. What we do know is that Huawei isn't just slapping Kipchoge's face on ads. They're framing this as a proper product development partnership. The language in their announcements talks about "co-creation," athlete feedback loops, and using elite data to improve algorithms.
Kipchoge's quoted as saying he wants to help Huawei reach "millions of runners" and improve the smartwatch experience through his feedback. Whether that's marketing speak or genuine product input remains to be seen — but the structure is there.
Image via Huawei
Why Kipchoge Left COROS
This is the question everyone's asking, and honestly, we don't have a clear answer. COROS's public farewell was warm and retrospective — "thanks for all the miles" — but didn't get into why.
Some speculation on Reddit (worth taking with a grain of salt): maybe Kipchoge wanted to align with a bigger brand? Maybe COROS didn't need him anymore? Maybe it was just time? The PACE 4 launched in late 2025, which some pointed to as potential timing.
What we do know: COROS still has a strong product lineup. The PACE 4 is their latest, and it's lighter (32g) with longer battery (41 hours GPS) than the Huawei offering. Losing Kipchoge is a branding hit, but not necessarily a product one.
Why Huawei Wants This
Huawei isn't subtle about what they're doing here. They want credibility in the running watch space — a category where Garmin has long been the king.
Here's the thing: Huawei sells a ton of wearables globally. They're huge in Asia. But when serious runners think "GPS watch," they think Garmin. COROS. Polar. Not Huawei.
Kipchoge changes that calculus. He's not just any athlete — he's THE marathoner. Having him associated with the GT Runner 2 immediately positions it as a "serious running watch," not just another fitness tracker.
The co-development angle is smart too. Instead of just saying "Kipchoge wears this," they can point to his actual feedback shaping features. Whether that translates to better product or is just marketing remains to be seen, but the strategy is sound.
The Timing Problem
There's one wrinkle in all this: the Huawei WATCH GT Runner 2 is already here, and early reviews are... mixed.
DC Rainmaker, a well-respected independent reviewer, tested the GPS and found it doesn't quite live up to Huawei's "20% more accurate" claims. That's not ideal when your entire pitch is built on precision.
The partnership is supposed to enable rapid iteration — elite feedback driving firmware updates — but for now, the product shipped with some questions to answer. Kipchoge's involvement might accelerate fixes, or it might amplify scrutiny.
We'll see how the product evolves.
What This Means for Runners
If you're in the market for a running watch, here's the real talk:
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COROS PACE 4 is lighter, has better battery, and doesn't require you to think about trade restrictions. Available everywhere COROS sells.
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Huawei WATCH GT Runner 2 is thinner, has solid smartwatch features (payments via Curve), and now has the biggest name in marathoning vouching for it. But no US availability, and GPS accuracy needs to be proven.
For everyday runners, the choice probably comes down to ecosystem: COROS if you want pure running focus, Huawei if you want a fuller smartwatch experience.
For elites and serious amateurs? The Kipchoge factor might matter — or it might not. We'll need to see if the product delivers.
Image via COROS
The Bigger Picture
This partnership tells us something about where Huawei is headed. They have the scale (millions of wearables sold), they have the manufacturing, and now they have the credibility play in running.
If Huawei keeps investing in this category — and the Kipchoge partnership drives real product improvements — they could become a genuine Garmin competitor in the next few years.
COROS will be fine. They have a loyal following, strong products, and a brand built on running. Losing Kipchoge stings, but it's not fatal.
The real question is whether Huawei's entry will push everyone to innovate faster. Competition is good for runners. More accurate GPS, better battery, smarter training features — that's what we all win from.
Bottom line: Kipchoge chose Huawei, and that tells you everything about where he thinks the running watch market is heading. Watch this space.