by Larry Eder
This piece has taken a few days to put together. Speaking with former Swoosh folks, global sports marketing vets, media vets, and keen observers, here is what I have come up with:
- The event should be hosted at NIKE Pre Classic 2026, no ifs or buts. If NIKE Pre Classic per past CEO Mark Parker is one of the ways NIKE shows it support for the brand, then it is a most def host. NIKE Pre Classic celebrates the brand. From 1990-2025, I have attended PRE to see how NIKE was looking at running. It was the yearly litmus test for keen observers to see just where running sat in the food chain at NIKE.
- Use ONLY women pacers. At 400 meters, at 800 meters, and at 1200 meters (Jess Hull probably can go to 1100-1200). If this is suppposed to be about invigorating women’s running, then JUST DO IT. While well meaning, using NIKE men played into the hands of NIKE haters, who see NIKE not as a brand that champions women. It is in the details.
- The pre show and post show, women announcers and a women play by play announcer. NIKE should not do things half ass. Bring in Caitlyn Clark, the women who has brought WNBA back to where it should be. Teach her a bit on the mile, have her run with Faith Kipyegon and use her for a post race interview. I would pay to interview them both on competition, dear God would that be fun!
- Why does NIKE and other brands fly top retailers all over the damn world to keep them happy. Why not try this ? Top retailer with 3 of their young staff? The young staff sells your shoes and it is where six brands are kicking NIKE’s butt on the store floors. This is just common sense. Give the kids who win a chance do a jog with Faith Kipyegon! They will remember rest of their lives!
Art for Faith Kipyegon , June 26, 2025, art by NIKE - NIKE is one of the brands responsible for the surge in silly news. NIKE caters to influencers, brings them to events, yet the actual media, who covered brand when no one else did is left to cover events remote. Fans want writers with credibility, not some over caffinated observer who knows little about the sport. The reason why there is no differentiation in running brands? Brands killed local running print media and global running print media. In cultures where there is print, digital and social media, running brands do better. Think about it.
- Do the event when Faith is fit, and keep it a race. Have three actual women in the race to finish, perhaps put Jess Hull and several others in there, make it a race.
- The NIKE racing suit and super bra did little to help Faith Kipyegon in Breaking 4 version 1. That is sad because they could have helped, but NIKE forgot the mantra, LET FAITH BE FAITH. Faith needed her fave shoes, her fave racing outfit and her fitness another month down the line. 2026 could be the year she runs a crazy fast 4:04.
- The Breaking 4 is a great idea, Breaking 4, version 2.00 could be a big deal, just with some fine tuning, which is what NIKE is known for!
