Mark Perryman’s recent book on the Olympics offers a useful short history of where the present running boom comes from. Like both Thatcherism and punk, it seems, jogging in Britain began at the end of the 1970s. Its start was a “National Fun Run” sponsored by the Sunday Times, to which 12,000 people signed up. The sport’s rise was fuelled by the Moscow and Los Angeles Olympics, including Steve Ovett’s 800 metre gold in 1980, and Seb Coe’s 1500 metres golds in 1980 and 1984. Jimmy Savile fronted a weekend television show promoting running. The London Marathon received financial support from Ken Livingstone’s GLC, while such sponsors as Mars tried to muscle in on the act, promoting chocolate as the perfect mid-race snack…
Jimmy Savile’s Nike costume
A part of this story which I’d like to develop further is the role played by shoe manufacturers. One company closely associated with the jogging boom was Nike, whose shoes sold in Britain from 1978, the same year as the Sunday Times run. The company was then in the middle of an extraordinary boom, the value of its worldwide sales increasing 70-fold from $14 million in 1976 to $1 billion ten years later.
Part of Nike’s appeal was that it promoted itself as a young and vaguely counter-cultural business. In much the same way that Richard Branson’s Virgin began by distributing the Sex Pistols but has ended up profiting from privatisation, so Nike was originally associated with a generation of runners at the University of Oregon, headed by US Olympian Steve Prefontaine and his coach Bill Bowerman.
At his death in 1975, “Pre” was the American record-holder at every distance from 2,000 to 10,000 metres. In 1972, he had finished fourth in the Olympic 5,000 metre final, an extraordinary race in which Prefontaine held but lost the lead three times in the final two laps. Pre was part of the student generation who had challenged the Vietnam War. He fought a series of battles with the administrators of US amateur athletics, at the climax of which he told the New York Times, that he was an internationalist who would hand in his US citizenship if given the chance.
In many ways the perfect expression of Pre’s radicalism was a TV film which came out four years after his death and which ostensibly has no links to him at all. Michael Mann’s The Jericho Mile is a purely fictional account of a convict Larry Murphy who is discovered in prison to be running mile times within seconds of the US record. Given a chance to compete in US Olympic trials, he is opposed by a local gang leader who attempts to frustrate the race but is beaten back by a united front of politicised Black and Mexican inmates. The authorities then withdraw Murphy from the race. The actor (Peter Strauss) plays the part with shoulder-length blond hair and a thick moustache, making him a virtual twin of the real-life runner Prefontaine. The film is a kind of idealised, hyper-politicised version of Pre’s own radical journey.
Prefontaine’s coach Bowerman designed the first Nike shoes, supposedly on his home waffle-maker. Prefontaine was the first celebrity to endorse them, while others later to get on board included John McEnroe and the former Maoist and newly-elected Green parliamentarian in Germany Joschka Fischer, photographed in white Nike shoes while being sworn in as a member of regional government in Hesse in 1985. Nike played the game brilliantly of appearing imprecisely rebellious, while carving out a niche for itself as a giant corporation with a vast turnover and a global workforce largely situated in some of the very worst-paying areas of the world.
Nike is increasingly criticised on the grounds that is that its shoes have been badly designed and have made millions of runners more vulnerable to running injuries. The starting point is the shoe designed by Bowerman at the height of Prefontaine’s fame in 1972. The Nike Cortez had a thick rubber outer sole, and was the most cushioned running shoe that had ever been produced. Named after the explorer who subjected America to smallpox, it was also the first shoe to feature Nike’s “swoosh” logo. The Cortez had this additional padding because it was intended to extend the distance that an ordinary club runner could jog, in the direction of up to 100 miles per week. Yet the effect of the padding was to make the runner’s footfall heavier, and less efficient. When runners switched from the lighter shoes which predated the Cortez to Nike shoes, they found themselves striking the ground harder, to less effect. The weight of the “jogging” step was moved backwards towards the heel, realigning the human running gait in ways which were at odds to several million years of evolution.
The first writer to have brought home the destructiveness of Nike’s design was Christopher McDougall, whose book Born to Run cites a wide range of authorities including Daniel Lieberman, a Professor of biological anthropology at Harvard to show that running shoes are a main cause of runners’ injuries:
A lot of foot and knee injuries that are currently plaguing us are actually caused by people running with shoes that actually make our feet weak, cause us to overpronate, give us knee problems. Until 1972, when the modern athletic shoe was invented by Nike, people ran in very thin-soled shoes, had strong feet, and had much lower incidence of knee injuries.
One compelling sign of the malaise has been the decline in running times in the countries which were the first strongholds of the running boom. Over the past thirty years, as Boff Whalley observes, the average time of a male runner completing an America marathon has increased from 3 hours 32 minutes to 4 hours 20 minutes.
To this day, Nike remains an employer of sweat-shop labour and reports posted on the Playfair website in the last 18 months describe Nike workers being beaten and abused, being prevented from joining unions, and factories closing without notice leaving their workers without pay for periods of up to 6 months.
“No man is an island”, John Donne wrote: “Entire of itself / Each is a piece of the continent / A part of the main.” The Nike shoes a runner wears may have cost her or him between £80 and £100. The people making them will have been paid a pound an hour or less.
The shoes which we wear make other people poor and us lame.