If you tuned in to Sunday’s New York City Marathon to watch a 40-year-old Eliud Kipchoge run 2:14:36 in a white Nike long-sleeve shirt your daughter could’ve bought at Zara, you’re probably a hardcore fan.
His 17th-place finish confirmed what most of us already knew: the former world record holder is past his prime. But winning was never the goal. In his post-race press conference, Kipchoge said his mission was to “unite the world through running.” And that might just be his new purpose.
Before 2023, Kipchoge had a marathon record of 15 wins and only two losses. And instead of hanging up his carbon-plated shoes at the peak of his career, he seems to have forged a new path as an elite running influencer.
Influencers are everywhere now. They’ve become the new celebrities of the sport, filling brand campaigns and social feeds that once belonged exclusively to professionals like Kipchoge.
Ten years ago, if you wanted to make a living in running, you had one option: be fast. Today, it’s different. Speed still matters, but charisma and social reach are what pay the bills. Take Kenyan marathoner (and 2025 NYC champion) Benson Kipruto. He’s beaten Kipchoge five times and earned Olympic bronze in Paris last year. Yet Kipruto has just over 12,000 Instagram followers. Kipchoge? 2.9 million. That’s 233 times the audience, and 233 times the marketing potential.
It’s not that Kipchoge isn’t still running for something; it’s that he’s running for something else. The 2025 TCS London Marathon reportedly paid him US$175,000 not just to race, but to show up, smile, and remind the world that “no human is limited.” That’s nearly $100,000 more than his Kenyan compatriot Sebastian Sawe earned for actually winning the race.
So it’s no surprise Kipchoge brushed off retirement rumours on Sunday in New York, announcing his “World Marathon Tour,” a plan to run seven marathons across seven continents in two years. It comes across as the running world’s version of Taylor Swift’s Eras Tour: nostalgia, some global appeal and the chance to remember the hits, like that one time he ran under two hours at an unsanctioned race with 41 personal pacers.
Kipchoge says this project is about more than medals; it’s about pushing himself and inspiring others. For years, his “no human is limited” saying stood for his out-of-this-world potential: breaking barriers, records, and redefining what is possible. Now, it seems to be about reflecting, connecting and influencing others to take up the sport.
Will fans always celebrate speed? Absolutely. But the latter quarter of Kipchoge’s career has redefined what it means to be a professional marathoner in 2025—where success isn’t just measured by time, but instead by reach, relevance and getting new fans into the sport.
