Kenyan long‐distance runners have for decades famously dominated international athletic competitions. Most of the aspiring runners live and train in the highlands of northwest Kenya, in Elgeyo Marakwet County, where they have access to competitive peer groups of budding athletes and an elaborate infrastructure of camps, coaches, and managers. The most promising and successful ones travel abroad to take part in international races, only to quickly return and continue training in the ‘county of champions’. Meanwhile, Kenya is undergoing a rapid transformation, envisioned by the government's development plan, which promises to transform it into a ‘globally competitive and prosperous country’. On the surface, competition is a self‐explanatory notion that drives the transnational sports industry and the state's development plan. However, ethnography of the county's capital, Iten, and its community of athletes reveals tensions: Kenyans take up, negotiate, appropriate, and challenge meanings of competition offered by the state and the sports industry on ecological, gendered, and moral grounds. Ethnography of ideologies of competition in Iten, conceptualized as moral, aesthetic, and gendered projects, complicates accounts of competition as a tool for global neoliberal governance. It also provides an alternative to analyses of African subjects’ agency in global circulation of capital, people, and ideas, namely analyses subsumed under signs of marginality, dependence, and subjection.