Kipchoge hails Nike’s Kenyan arrival as a game-changer for Athletics culture

Eliud Kipchoge at the newly launched Nike store at Sarit Centre, Westlands/ HANDOUT 

Kenyan marathon icon Eliud Kipchoge believes the arrival of global sports powerhouse Nike in Kenya signals a bold stride toward innovation and the continued evolution of the country’s rich sporting culture.

‎The sporting giant officially planted its flag in East Africa with the launch of its first regional store at Sarit Centre in Westlands, unveiled in a vibrant ceremony on Wednesday evening.

‎Kipchoge, whose partnership with Nike spans nearly 23 years, has not only been the face of the brand on the roads but also a driving force behind its cutting-edge innovation wing for close to 13 years. His influence has been pivotal in shaping performance gear that continues to redefine the limits of endurance running.

‎On August 31, 2023, Nike, in collaboration with the two-time Olympic champion, unveiled the Kipchoge Nike Collection, a tribute to the marathon maestro’s storied career and philosophy. 

The high-performance line blends elite engineering with personal storytelling, drawing from his Kenyan training roots, unwavering discipline, and his iconic “No Human Is Limited” mantra. ‎At the heart of the collection are the elite Alphafly 3 and Vaporfly 4 “EK” racing shoes.

‎Kipchoge views the establishment of the first Nike store in the region as more than a commercial milestone; it is a defining chapter in his legacy. ‎“I’ve been with Nike for the past 23 years, and this is a massive achievement for the citizens of this country."

‎“This is the first shop in East Africa, and it’s a huge milestone. I’m a really happy man because this is also the first shop in Kenya, and I believe I have left a legacy,” Kipchoge said.

The four-time London marathon champion also cast his gaze toward the future, expressing a desire to see Africa host a World Marathon Major. ‎“I’m also praying that we have a World Major Marathon in Africa, which will also be a legacy, that’s what the sport is all about."

‎“I want to inspire the next generation, and I want to mentor them to love the sport. Running makes you free, that’s where freedom is,” he added.

‎Currently, the Sanlam Cape Town Marathon is a candidate for the Abbott World Marathon Majors and could soon see its status updated and added to the majors.

‎Kipchoge stated that the global sporting brand’s arrival on Kenyan soil is a powerful symbol of innovation and the steady advancement of sport in the country.

‎“Nike in Kenya represents innovation. The genesis of innovation, the genesis of the fastest shoes, began with Nike. Thirteen years ago, we tested ourselves, and now everyone has adopted that mechanism. Nike ignited that fire,” he said.

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Nike Kenya General Manager Kieran Murphy revealed that the company undertook an extensive two-year scouting process before settling on the location. ‎“We started looking for a site two years ago. It has taken us that long to find the right location, the right site and the right capacity."

‎“We believe that the Kenyan market and the broader East African region is ready for the products Nike has,” Murphy said. ‎He added that the brand is keen to learn from the Kenyan consumer to tailor its offerings to the African market. 

‎“More importantly, we are in a position to learn from the African market so that we can adapt our products to suit consumer needs.”

‎Nike remains a cornerstone partner in Kenyan athletics, serving as the official kit supplier for the National Olympic Committee of Kenya and Athletics Kenya since 1993, with the current deal running through to 2028.  The long-standing partnership spans national team apparel, branding, and individual athlete sponsorships.

‎‎“The federation has a good relationship with Nike, so we have a clear understanding of what the Kenyan market requires and what the federations need,” Murphy added.

‎Addressing concerns over pricing, Murphy noted that the company has structured its product range to cater to varying income levels. ‎“It’s expensive for a certain level of income, but we are very cautious of pricing here in Kenya."

‎‎“There are premium products and others that are more affordable; we are widening our range to accommodate different customers,” he said. ‎Looking ahead, Murphy expressed confidence in Nike’s expansion footprint in the country. ‎“In one year, we expect to have three stores. This is just the first step of what we are building here in Kenya.”