Korir urges state, corporates to tap Kenya’s star athletes for branding

Athletics Kenya (AK) Director for Youth and Development, Barnaba Korir, has made a passionate appeal to both government and corporates to leverage the image and influence of Kenya’s star athletes in branding and marketing the country.

Speaking on Royal Media Services radio station, Chamgei FM's breakfast show on Tuesday, Korir noted that the likes of 800m world champion Mary Moraa, Eliud Kipchoge, and Africa speedstar Ferdinand Omanyala, are not just champions on the track but also powerful symbols of Kenyan excellence.

“We have the best athletes in the world, but are we utilizing them?” posed Korir.

“Our athletes are Kenya’s greatest ambassadors. Their exploits abroad and at home have put this country on the world map. Yet, very little is being done to use them to sell Kenya.”

Korir called on brands and policymakers to step up and embrace these national treasures as icons in advertising and tourism promotion.

“Let’s see athletes like Moraa, Omanyala, and Eliud on billboards, TV ads, and campaigns. They carry the Kenyan flag with pride,” he added.

The Athletics Kenya Executive, who accompanied Faith Kipyegon to Paris for her historic sub-four-minute mile attempt, said it is moments like these that define national pride and should be seized to elevate the country’s image.

“Kenya should give Faith her flowers,” said Korir. “Running 60 seconds per lap, four times plus nine metres, is tough — very tough. I was a miler too. I know.”

Last Thursday evening, Kipyegon clocked 4:06.42 at the Nike Breaking4 event in Paris, a time faster than her official world record of 4:07.64 set last year. Despite falling short of the mythical sub-4 mark, the run is now the fastest mile ever run by a woman under any conditions.

Korir lauded the organization of the event, noting it was meticulously planned, right down to the sunset timing at Stade Charléty.

“It reminded me of Roger Bannister’s 1954 record the use of pacers, the aerodynamic tactics everything was scientific,” he said. “Faith’s suit, the custom spikes, the innovation that’s the direction the sport is heading. As Kenyans, we must be proud.”

“Just like Kipchoge’s INEOS 1:59 project made Kenya shine globally, Faith’s attempt was tremendous. Kenya must grasp the bigger picture,” he advised, as he also nodded to Kipyegon’s courage.

“Faith dared to dream. She attempted something historic. That’s what national heroes do.”