Like many of her fellow running enthusiasts, Wei Jiangtong's regular exercise routine involves jogging at Beijing's Olympic Forest Park at the weekends.

"This has long been a paradise for amateur runners because of the jogging track purposely built after the 2008 Beijing Olympics. Nowhere beats here in terms of the experience it offers," she said.

Wei, a bank clerk living near the park, is now set for an ever better experience as the track is about to undergo refurbishment to better accommodate the growing number of Chinese who have embraced running.

The refurbishment project was jointly announced by Beijing Olympic Forest Park Development Co Ltd and Fujian-based fashion sportswear manufacturer Xtep on Monday as part of the "321 Running Festival" activities.

According to Tian Jinxian, president and general manager of the park, Xtep will provide the funds to repave the existing 10 km track with eco-friendly surface materials and build supply depots and service booths.

Wei, who was among 500 runners participating in the festival on Monday, said she couldn't wait to run on the new surface.

"I believe the track will be more comfortable and safer to run after the refurbishment. This will definitely attract more runners," she said.

Ding Shuibo, chairman and CEO of Xtep, said the growing popularity of distance running in China's urban areas has inspired the company to fund and promote running as a major marketing platform.

"Xtep has been investing a lot in development of our running product line and promotion of running events as we aim to cement our brand as a leader in the growing market," said Ding.

The "321 Running Festival" is the latest grassroots running event organized and promoted by Xtep, which will be held in 10 more cities including Shenyang in Liaoning province and Chongqing this year.

Xtep has also sponsored more than 20 elite level full- and half-marathon races in China.

A glittering cast of the company's brand ambassadors, including Hong Kong singer Nicholas Tse, Chinese national track and field team member Xie Zhenye and promising United States sprinter Trentavis Friday appeared at the festival on Monday to share their running experiences with 500 amateur runners.

"Thanks to the promotion from celebrity runners and companies like Xtep, distance running has become deep rotted in people's urban life in China, and we are expecting to see more people join in," said Wang Dawei, vice-president of Chinese Athletic Association.