Faith Kipyegon’s historic attempt to run a mile in under four minutes on Thursday in Paris ended in disappointment, with the Kenyan athlete failing to break the barrier by 1.2 seconds. While the outcome was not surprising, the hype surrounding the event and its marketing campaign have raised questions about the role of science, media spin, and corporate promotion in shaping our understanding of athletic achievement.
A scientific study published in February suggested that Kipyegon could run a sub-four minute mile under ideal conditions, but this estimate relied on flawed assumptions about her physical abilities and the mathematical models used to calculate the time. The study’s authors themselves acknowledged the limits of their analysis, but the media coverage and Nike’s marketing campaign created a distorted narrative around Kipyegon’s chances.
The problem was that the hype was not based on a nuanced understanding of the science, but rather on an overly optimistic interpretation of the data. The public was led to believe that Kipyegon was already running sub-four minute miles with proper aerodynamic assistance, when in reality she needed much more time to achieve this feat.
Furthermore, Nike’s use of pacers, mostly men, to help Kipyegon reach her goal reinforced a worrying trend: the notion that women need exceptions and special treatment to succeed in sports. This message undermines women’s sports equality and perpetuates a paradox where we celebrate women’s achievements against male standards.
The outcome of the event was not surprising, given the unrealistic expectations surrounding it. In elite distance running, a 3% improvement is considered a quantum leap, but Kipyegon already performed at the limits of human potential. The idea that aerodynamic tweaks and pacers could close this gap was overly optimistic, and the actual science did not support such claims.
The marketing campaign’s focus on creating an “impossible” milestone for Kipyegon has also raised concerns about the role of corporate promotion in shaping public discourse around scientific research. When reality does not deliver, the consequences can be damaging to public trust in science.
In conclusion, the failure of Faith Kipyegon to break the four-minute mile barrier was a predictable outcome, but the hype surrounding it highlights the need for a more nuanced understanding of athletic achievement and the role of media spin and corporate promotion in shaping our perceptions.
Source: https://slate.com/technology/2025/06/faith-kipyegon-four-minute-mile-woman-nike-science.html