Today Kenya stood still, and the world watched as Eliud Kipchoge ran a specially staged marathon in Vienna Austria completing it in under two hours. The event dubbed “Ineos 1:59” was an unprecedented partnership event, backed by British chemical company Ineos and its billionaire Chairman, Jim Ratcliffe.
— Eliud Kipchoge (@EliudKipchoge) October 12, 2019
Kipchoge ran the 42 kilometre-length course on a time of 1 hour 59 minutes and 40 seconds, dipping under the two-hour mark for the first time in marathon history. This was his second attempt at breaking the milestone mark. He had tried this in May 2017 and come 25 seconds short in another special run at the historic Monza Formula One track in Italy. That was in a project supported by Nike, dubbed “Breaking2.”
Eliud Kipchoge is currently the world record holder for the marathon with a time of 2:01:39 that he set at the 2018 Berlin marathon. He is also the reigning Olympic champion (2016 Rio games), and at 34 years old, has won 12 of 13 competitive marathons he has entered since 2013 including the London marathon four times, and the Berlin marathon three times.
Also used in support of the Ineos 1:59 challenge was an electric-powered Audi SUV, driven at a constant pace throughout the race, that projected laser beams to guide Kipchoge and his rotating team of forty-one elite pacesetters from across the world – Japan, Australia, Switzerland, Turkey, USA, Uganda, Ethiopia, and several of his Kenyan compatriots
The #EliudKipchoge #INEOS159 attempt has put Sports Marketing firmly in the global spotlight & raised its importance on connecting business & sport at a very high level! Glad to see many Kenyan businesses finally appreciating our sports stars as the best in the world! #Safaricom
— Martin Keino (@martinkeino) October 11, 2019
Local brands that have supported Kipchoge include Safaricom and Isuzu East Africa who signed him up as a brand ambassador in September 2017. And last week, Safaricom changed its M-Pesa brand to read “Eliud 1:59” for seven days and rolled out a free 1.59 gigabyte data bundle to enable Kenyans to watch Kipchoge’s run on their phones or their home devices via YouTube. It is reported that over 3 million subscribers signed up for the special data bundle.