Footwear Insight

8 • Footwear Insight ~ March/April 2018 THE FOOTWEAR EYE footwearinsight.com By Daniel P. Smith A lot has changed for German Madrazo in the last year. For starters, Madrazo, owner of Valley Running Co. in McAllen, TX, didn't have a Wikipedia page 365 days ago — or even 30 days ago for that matter. Millions hadn't heard his name, seen his face or found inspiration in his story. Everything changed on Feb. 16 when Madrazo captured global attention as a cross-country skier competing for Mexico at the 2018 Winter Olympics in South Korea. His emotional arrival at the finish line of the 15-kilometer individual event delivered one of the defining images of the PyeongChang Games and supercharged Madrazo's world. Madrazo's journey to PyeongChang begins – of all places – under the warm sun of north- ern Mexico. A rancher by trade, Madrazo had long lived an active life and began training for Ironman competitions more than a decade ago. But with drug cartel violence increasing around his hometown and Madrazo and his wife, Lucia, contemplating a family, the couple started plot- ting a new life in the United States. Wanting to open a running store, the couple began saving money toward their vision. They researched retail operations and the running specialty marketplace and even ventured to The Running Event. "Anytime I had a chance to get information, I did," Madrazo says. In early 2011, the couple received their visas and moved to McAllen. Two months later, they opened Valley Running Co., launching what Madrazo calls the "best seven years" of his life. He relished helping members pursue their own fitness goals, savored training runs with his neighbors and found joy in making his 1800-square-foot store a festive hub for McAllen's sprouting running community. In early 2017, Madrazo, then a 42-year-old father of toddler triplets, had a wild idea. Inspired by an article he read about Peruvian cross-country skier Roberto Carcelen, Madrazo set out to reach the PyeongChang Games for his native Mexico. There were, however, a few towering problems, not the least of which being that Madrazo had never put skis under his feet. Undeterred, Madrazo found his way to Andy Liebner, an accomplished Nordic skier- turned-coach. The coach invited Madrazo to accompany him on a business road trip from Michigan to Utah. Along the way, Liebner promised Madrazo he'd teach him to ski. "Honestly, I thought I was going to die," Madrazo says of his first time on skis. "But I also thought there was no other place I'd rather be." Thus began Madrazo's 13-month odyssey of intense training, ambition, diligence and perse- verance. "One grueling workout after another." In time, Madrazo met the Olympic qualification thresholds for skiers from nontraditional nations. Olympic experience During the PyeongChang Games' opening ceremony, Madrazo, one of four members of the Mexican delegation, donned a mariachi outfit and carried the Mexican flag."That feeling of carrying my country's flag in front of the world was indescribable, " Madrazo says. One week later, Madrazo stood at the start- ing line of his 15-kilometer test. In the race's opening moments, Madrazo could tell he was "off." He was slow to intervals along the course, weakened by a cold and stinging cramps, bat- tered by frigid temperatures, high winds and a year of intense training. Even so, Madrazo trudged through the pun- ishing course. As he approached the finish line, he veered over to the stands and grabbed a Mexican flag, a decision that cemented his last- place finish among the race's 116 competitors. "I never gave [finishing last] a thought," Madrazo says. "I was going to the finish line with that flag and was going to enjoy the moment." Enjoy it he did. With a wide, enthusiastic smile, Madrazo waved the Mexican flag down the homestretch amid rousing cheers. One commentator said, "You'd think Madrazo just one gold." Emotions overwhelmed Madrazo. Tears flowed and elation reigned. His friend and training partner, Tongan athlete Pita Taufatofua, and others – the so-called "exotics" from nontradi- tional winter sport nations – hoisted Madrazo onto their shoulders and carried him from the finish line. That sequence traveled around the world and Madrazo emerged an international sensation. Time wrote: "The Internet Found Its New Hero. It's an Olympic Skier Who Finished Dead Last." The following morning in South Korea, Madrazo awoke to more than 2000 Facebook messages and hundreds of texts from family and friends. Media requests poured in, a whirlwind that continued to consume Madrazo even three weeks after his divine run. "It's all still settling in," Madrazo told Footwear Insight, minutes after completing an interview with a Mexico City radio station. "But I feel a great responsibility to inspire others to pursue their own dreams and goals. I was a 43-year-old competing in the Winter Olympics one year after I first put on skis. I had doubts upon doubts stacked upon me, but I made it." Hours later, Madrazo said he would begin his trek back to McAllen, eager to resume life with renewed purpose. "I love what I do at the store and feel it's work that matters and creates good karma," he says. "And given what's happened over the last year, I'm excited to carry my message about pursuing your dreams and living an active life in a new, inspirational way." O From Mexico to Texas to PyeongChang and Back A RETAIL OLYMPIAN Valley Running Co. owner German Madrazo garners international attention while representing Mexico at the 2018 Winter Olympics.

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