We've created an unnatural form of running. It's not just the shoes, but we run on artificial surfaces - straight ahead, hard and steady - instead of speeding up and slowing down, reacting to the terrain with changes of pace and rhythm.

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.

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.

Blaming the running injury epidemic on big, bad Nike seems too easy - but that's okay, because it's largely their fault.

Try the meditation of the trail, just walk along looking at the trail at your feet and don't look about and just fall into a trance as the ground zips by," Kerouac wrote. "Trails are like that: you're floating along in a Shakespearean Arden paradise and expect to see nymphs and fluteboys, then suddenly you're struggling in a hot broiling sun of hell in dust and nettles and poison oak... just like life.

The words of the social critic Eric Hoffer were ringing true: "Every great cause begins as a movement, becomes a business, and turns into a racket."

In 'Tarahumara' land, there was no crime, war or theft. There was no corruption, obesity, drug addiction, greed, wife-beating, child abuse, heart disease, high blood pressure, or carbon emissions. They didn't get diabetes, or depressed, or even old: 50-year-olds outran teenagers.