For many, the worlds of elite running and specialty coffee exist in separate spheres. However, a new initiative called Bingwa Coffee is merging the two in a powerful way. Born out of a partnership between U.S. running store owners and Kenyan marathon champions, the brand channels coffee sales into educational and economic opportunities for young runners and farming families in Kenya.

The story of Bingwa (meaning “champion” in Swahili) Coffee starts in the heart of the running community. The founders, Emily and Keith Davis, who have owned a Fleet Feet store in Winston-Salem, NC, for nearly two decades and now also in Clemmons, developed a deep connection to Kenya through years of service work. Their journey led them to a partnership with brothers and marathon winners, Wesley (2012 Boston Marathon Winner) and John (2024 Chicago Marathon and 2025 Boston Marathon winner) Korir. The Davises supported the Transcend Running Academy, a school Wesley founded to educate and train talented young runners in his home region in Kenya.

Fundraising for a school in Kenya from the U.S. proved challenging. The team needed a new model — one that could create a lasting income stream to support the school and the local community. The answer was inspired by Korir’s previous success in creating a dairy co-op that empowered thousands of local farmers. The idea was to apply the same concept to coffee.

“We wanted to create something sustainable,” says Emily Davis. “Fundraising for a school in Kenya is tough, but coffee is something that can provide long-term impact.”

Korir helped local farmers transition from low-profit crops, such as corn, to high-value specialty coffee. This shift provides a path out of generational poverty, giving families the means to afford essentials like a high school education, which is not free in Kenya.

The brand’s connection to running lies at the core of its identity. The journey of a Kenyan runner from a rural village to the podium of a major world marathon is a story of defying incredible odds. These athletes often train with minimal resources, lacking access to the advanced equipment and physical therapy that to which many American athletes are accustomed. Their success is a testament to immense talent and resilience.

“Americans often look at Kenyan runners and say, ‘They’re just so gifted.’ But few people realize the hardship it takes to get there, such as going days without food, training on dirt tracks and not having access to ice baths or PT equipment,” says Davis.

Just as one marathon win can change the entire future for a runner’s family, transitioning to coffee farming can transform a community. It represents the same pursuit of a better life against challenging circumstances. A portion of the proceeds from every bag of coffee sold goes directly to supporting the Transcend Academy, ensuring that the next generation of Kenyan students and runners has the resources they need to succeed.

In the U.S., the Davises are leveraging their deep roots in the running world to build brand awareness. They are partnering with running stores and appearing at major events, such as The Running Event in Texas, ASICS Run and the Chicago Marathon. The dream is for Bingwa to become the official coffee of major marathons, creating a direct and meaningful connection between the race, the runners and the communities from which many of the champions come.

“Success in the U.S. would be amazing, but the real win is a successful coffee co-op in Kenya. I’m not building Bingwa to feed my family. I’m building it so Kenyan farmers can feed theirs,” says Davis.