Perhaps all our troubles - all the violence, obesity, illness, depression, and greed we can't overcome - began when we stopped living as Running People. Deny your nature, and it will erupt in some other, uglier way.

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.

Perhaps all our troubles - all the violence, obesity, illness, depression, and greed we can't overcome - began when we stopped living as Running People. Deny your nature, and it will erupt in some other, uglier way.

If you read folklore and mythology, any kind of myths, any kind of tall tales, running is always associated with freedom and vitality and youthfulness and eternal vigor. It's only in our lifetime that running has become associated with fear and pain.

We run when we're scared, we run when we're ecstatic, we run away from our problems and run around for a good time.

There are two goddesses in your heart,” he told them. “The Goddess of Wisdom and the Goddess of Wealth. Everyone thinks they need to get wealth first, and wisdom will come. So they concern themselves with chasing money. But they have it backwards. You have to give your heart to the Goddess of Wisdom, give her all your love and attention, and the Goddess of Wealth will become jealous, and follow you.” Ask nothing from your running, in other words, and you’ll get more than you ever imagined.

We're constantly told that running will ruin our knees and outrage our hearts, but for nearly all of human existence, it was associated with freedom, vitality, and eternal youth.