Nike Looks to Tech to Help Female Athlete Win 4-minute Mile Bid

Kenyan running superstar Faith Kipyegon is hoping to achieve a world-first in June; and run a mile in under four minutes. Nike is turning to technology to deliver the shoes and apparel it hopes will help the running star with her stellar goal. It is also helping the star with her training. 

With the initiative that the company is calling "Breaking4", Nike is reported to be hoping for a reversal in fortune. Reuters reports that the company is hoping that the record breaking attempt – which will take place on June 26, at the Stade Charlety, in Paris – could help it “re-establish dominance in the sneaker and sportswear industry”. 

The company is facing increased competition from rivals including Hoka and On and forecast a steeper than expected drop in revenue for its 4th quarter of the fiscal year. The kit that Kipyegon will be wearing is hoped will be a showcase of exactly how innovative Nike can be. The challenge is also attracting lots of attention. 

Nike ran a similar challenge called “Breaking2” in 2016, when it worked with three runners to achieve a two-hour marathon. It saw the unveiling of the company’s carbon-plated sneaker design – the Vaporfly. This design, however, has been criticised as verging on “technology doping”, says Reuters.

Whatever the outcome, Nike will be hoping that the attempt will ignite interest in its brand’s innovation; and also help it to break into new areas where running is starting to gain fans.