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The auction of the first set of Eliud Kipchoge’s non-fungible tokens (NFTs) has sold for approximately U.S.$37,000. A non-fungible token is a unit of data on a digital ledger called a blockchain, where each NFT can represent a unique digital item, and thus they are not interchangeable. On April 8 at 11pm, the bidding of images of him taken at the famous INEOS 1:59 Challenge in Vienna, Austria on October 12, 2019, closed. The auctioning, which took five days, was done on the Momentible platform, which partnered with NFTs marketplace OpenSea to release Kipchoge’s digital trading cards, featuring his career highlights.