Running should be free, man.

That was the real secret of the Tarahumara: they'd never forgotten what it felt like to love running. They remembered that running was mankind's first fine art, our original act of inspired creation.

Faced with the almost inescapable conclusion that it had been selling lemons, Nike shifted into make-lemonade mode. Jeff Pisciotta became head of a top-secret and seemingly impossible project: finding a way to make a buck off a naked foot.

He was onto something. Something huge. It wasn't just how to run; it was how to live, the essence of who we are as a species and what we're meant to be.

We were born to run; we were born because we run.

We wouldn't be alive without love we wouldn't have survived without running maybe we shouldn't be surprised that getting better at one could make you better at the other.

I have the idea that running shoes are based on a kind of cult idea - that our feet are flawed and we need shoes to correct those flaws. The shoe companies are in the business of selling shoes. But there's no evidence from running shoe manufacturers that they're right. There's no scientific data that running shoes reduce injury.