With Faith Kipyegon, Nike hopes to make history, and win back female runners

Any record Kipyegon sets on Thursday would be unofficial, as she will have pacers and won't be in an official competition.

On Thursday at the Stade Charléty in Paris, Olympic 1500m champion Faith Kipyegon will attempt to become the first woman to run a sub-four minute mile. Pic: Sam Barnes/Sportsfile

Nike is betting its endeavor to help Kenyan athlete Faith Kipyegon run a mile in under four minutes will recapture the attention of female consumers who have been looking elsewhere for running shoes and clothes.

Industry experts and female runners say it will take more than a bold spectacle to draw women back to the brand.