IT is human nature to push boundaries. To continue to learn, develop and achieve more.
But it’s also human nature to put limits on yourself – and others.
It is that attitude, that state of mind, which Eliud hopes to change by breaking through the two-hour barrier.
His legacy may be one for the history books, but this is his chance to inspire people to do great things, even beyond sport, to challenge themselves in a way they may never have dared.
“Any human being can go beyond their limits,” he said.
“Any human being can go beyond their thoughts. But self-belief is crucial.”
“I totally believe in myself and believe in my teammates and my training.”
It is this philosophy that is shared by INEOS and an exceptional group of men and women involved in sport, which has inspired the launch of No Human is Limited.
Named after Eliud’s personal mantra, the campaign aims to encourage people from across the world to embrace this philosophy and believe that no one is limited in their lives.
The campaign is supported by a team of high-profile ambassadors including four-time Tour de France winner Chris Froome.
“To see Eliud break the two-hour record would show that limits can be defied and actually that limits should never be set in sport,” he said. “Who sets the limits anyway?”