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.

If you don't have answers to your problems after a four-hour run, you ain't getting them.

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.

Were designed for persistence hunting, which is a mix of running and walking. Whats built into that kind of running is a sense of pleasure. You are designed and built and perfect for this activity, and it should be enjoyable and fun.

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.

But you can't muscle through a five-hour run that way; you have to relax into it like easing your body into a hot bath, until it no longer resists the shock and begins to enjoy it.

There is a growing subculture of barefoot runners, people who got rid of their shoes. And what they have found uniformly is you get rid of the shoes, you get rid of the stress, you get rid of the injuries and the ailments.