“It's an astonishing sight, I must say. The Ethiopian, Abebe Bikila, is racing barefoot,” went the BBC Radio commentary of the Olympic marathon in Rome, 1960. When Bikila won that race, people were amazed. His performance was broadcast globally and viewed with incredulity as he sped, unshod, over the unforgiving surface of the roads and broke the world record with his time of 2:15:16.2.
Four years later, at the Tokyo Olympics, Bikila triumphed again, breaking the tape in 2:12:11.2. This time, he was wearing shoes, the latest PUMA model that featured a thin, rudimentary midsole. But no-one pointed back then and said of the performance: “It's the shoes”.
Fast forward to the present day and we find ourselves in an era that has witnessed the most significant developments in commercially…