In Kenya, for the last dozen years the world's running wealth that has trickled down, but more recently that same wealth has turned to economic pain.
When you think of some of the biggest company names in running like Nike, Adidas and Puma, you probably don't think of Kenya, but you should.
In Kenya's Rift Valley these are household names because this part of the world produces some of the fastest and most successful runners.
But with athletic companies like Nike cutting way down on sponsorships, many Kenyans are seeing their livelihood at risk.
"Athletics is the main industry here," says Martin Keino, a sports marketing specialist and son of athletics icon Kip Keino.
Marathon champion Elias Maindi talks about the future
"It has transformed [people's] lives tremendously, they can build homes, invest in real estate and in turn, positively affect the communities they live in."
But now athletes are "having to review their options", he says.
Just take a look at the video below:
According to the BBC News:
"No-one has been able to put a figure on the value of international sports sponsorship in Kenya, but a handful of elite athletes can expect to earn between $3m-$5m a year.
Most, though, are on more modest sums.
The harsh chill of the economic squeeze is beginning to bite even the hardiest of high-altitude runners.
Marathon champion Elias Maindi was due to take part in the Vienna marathon next month, but he has been told not to come.
The sponsors have slashed their budget and they cannot afford to have established athletes appear at their events. "