NIKE is in a difficult time. While it was self produced, it does not make it any better. Breaking 4 is an example of an global event that only NIKE can do.
The idea of giving women’s running a much larger viewership, and of reaching out to women was the goal of Breaking4. In some ways it was successful, and in some ways it was not.
- The event in Stade Charlety was pure NIKE. Over the top, with enthusiastic fans, top retailers, NIKE VIPs and celebrities, the made for streaming event delivered an extravaganza, even if the kind of promise of the first women’s four minute mile was not delivered.
- Faith Kipyegon was not ready for a good mile, and she still ran a 4:06.9, not the 4:06.42 posted on many influencers stories. While I may support shaking up the sport, I do not support inaccurate times. My best mile in high school was 4:45.4, it has not, after 49 years become 4:40, hence, the 4:06.42 fabrication is no more than a fabrication. That should be corrected.
- The use of eleven NIKE male athletes and two NIKE female athletes absolutely nullified any support that George Hunter Bell (Olympic medalist) and Jemma Reekie, World indoor champs silver medalist could have given. I understand that it was the whole point of the exhibition, but it was my biggest frustration with the event.
- On the Monday prior, I joined Ed Harry and team on BBC World Sports and discussed the Breaking 4 event, showing the global interest in the made for streaming event. I suggested that Faith Kipyegon, the greatest athlete in her event ever, was capable of possibly 4:06.5 at the time. I believe, in fact, that Faith’s 4:07.64 was a superior performance to the 4:06.9 that was run in Paris.
Faith Kipyegon, June 26, 2025, Stade Charlety, Paris, France, 4:06.42, photo by NIKE Communications - The Breaking 4 event should have been run at the very end of the NIKE Pre Classic, on July 5, 2025. Faith Kipyegon did not seem all there, and looked like a deer in the headlights, which was probably because of all the pressure. When the pressure gets to an athlete who has won, among other things, three Olympic gold medals, one has to question the approach.
- The best performance of the day did not happen in Paris, France. It was CEO Elliott Hill who did not bullshit the investor media on NIKE’s shitshow quarter. Elliott is alright in my book. He told the assembled media that NIKE was surely not where he wanted the brand to be and he would make the changes needed to right the top sports apparel and footwear company in the world. Honesty is the best policy.
- Why do I say that NIKE was succesful with Breaking4? Because, even with the comments above, I still think that the enthusiasm I witnessed on You Tube (before NIKE shut down chat) was extremely positive. Faith Kipyegon, one of the nicest athletes that this writer has interviewed and one of the saaviest athletes in terms of racing prowess, showed that she, the greatest women’s miler ever, gave it her all.
- There should be a sequel…(those suggestions coming up)…
