After the hyperbole and controversy of its previous launch, Nike has taken a step back towards the mass market with its new shoe
It is almost a given these days that the launch of a new running shoe is greeted with hyperbolic PR fanfare and promises to make you run faster, longer or more comfortably – or all three at the same time.
Sometimes, however, shoes live up to the hype. Few dispute that Adidas’s Boost trainer helped Kenyan runner Dennis Kimetto break the official marathon world record in 2014, while last May his compatriot Eliud Kipchoge ran an astonishing 2hr 25sec over the same distance using Nike’s new Vaporfly Elite shoe – generating a huge amount of publicity for, and sales of, the £200 trainer.
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