By Caroline Wanjiru
Today we pause our continuing IP series to dedicate this entire blog to the one and only Eliud Kipchoge. Why you ask? How is he related to your core business- IP? Well, there are several reasons as to why we had to do this. Most importantly, Eliud is a Kenyan champion. He is an athlete who holds several titles including 2016 Olympic Marathon Winner , 2018 World Record Holder with 2.01.39 just to name a few. He is personne extra ordinaire. More OF his achievements here. There are many things to write about Eliud but for today we shall discuss his upcoming challenge. You see, no athlete has attempted to break the current world record held by Eliud set in Berlin. So he took it upon himself to break his own record by running the 42km Marathon in a record time of 1.59.59. In this journey which he has documented in his various social media accounts, he has partnered with INEOS who are also the organisers of the challenge. The challenge is set to happen in Vienna, Austria for various reasons including weather and the course for the marathon. The challenge is tentatively planned to happen on 12th October, 2019 with the confirmation of this date from INEOS Performance Team planned for 9th October. From this side of the desk and the whole CIPIT Team would like to wish Eliud nothing but the best and this blogger promises to cheer him to the finish line. As Ben Cyco says, Cheza kama wewe!!
The second reason for dedicating this to Eliud is the commercial aspect that the challenge presents both to him and to the partners, official and unofficial. This part is meant to provoke everyone who reads it and to see the challenge from an IP perspective. In the challenge, Eliud will be wearing brands such as Nike and the event will be live on KBC, Standard group (KTN), NTV and Citizen TV in Kenya. There are other broadcasters all over the world. Nike have further specially designed 3-D printed Nike Zoom Vaporfly 4% shoe for Eliud which is aimed to give him peak performance. With such official sponsorship it is expected that Nike and Eliud, the companies will benefit commercially, directly and indirectly. This could be in the form of increased sales and reputation of the companies and that of the products endorsed by the athlete.
During the challenge, the broadcasters broadcasting to millions of people will not only focus on Eliud and also every other entity whose product which will be exhibited. This is advertising, creating brand presence, consumer awareness which in turn creates consumer loyalty. The resulting effect is a presumption by the consumers is that for an entity to be associated with such a challenge, their products (and services) must be of a certain status or quality. Such impact would ordinary times take time to create. The consumerism, the loyalty and pride resulting from this impact has a direct co-relation with the athlete. It is against this background that this blogger argues that such association should then be accompanied by commensurate commercial value to the athlete as well as the company.Continue reading