"Once you cross the line, that is in the past and its time to change focus to what lies ahead," the philosophical athlete explained to this writer when asked why he did not go all out like some of his peers to organize a huge celebration following his record run in Berlin last year.

Kipchoge's astonishing performance in Vienna has jolted the corporate world in Kenya to life, with companies queuing up for a piece of his pie in a country where many sporting institutions are sagging under the weight of poor financing.

Kenya Airways, for example, are mulling on naming the aircraft that brought him home after the marathon superstar while at the peak of the craze, others like a low budget carrier JamboJet and alcohol manufacturer East Africa Breweries were among an assorted list that offered discounted products priced with the magical 159.

Prior to his departure for Austria, telecom operator Safaricom and General Motors East Africa through their Isuzu brand were the only known local companies with working partnerships with the Olympic gold winner.

Safaricom turned the logo of their pioneering mobile money transfer service, M-Pesa to Eliud 159 emoji in conjunction with Twitter as they milked the bewildering online traction the INEOS 159 Challenge created on social media that peaked at 11 billion impressions according to gadgets Africa.

While the two had the right to use his image in promotional material, others jumped into the Kipchoge bandwagon exposing them to legal action from his team for the unauthorized use of his photos.

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