“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.”

“Blaming the running injury epidemic on big, bad Nike seems too easy - but that's okay, because it's largely their fault.”

“That was the real secret of the Tarahumara: they'd never forgotten what it felt like to love running. They remembered that running was mankind's first fine art, our original act of inspired creation. Way before we were scratching pictures on caves or beating rhythms on hollow trees, we were perfecting the art of combining our breath and mind and muscles into fluid self-propulsion over wild terrain. And when our ancestors finally did make their first cave paintings, what were the first designs? A downward slash, lightning bolts through the bottom and middle--behold, the Running Man.Distance running was revered because it was indispensable; it was the way we survived and thrived and spread across the planet. You ran to eat and to avoid being eaten; you ran to find a mate and impress her, and with her you ran off to start a new life together. You had to love running, or you wouldn't live to love anything else. And like everyhing else we ove--everything we sentimentally call our 'passions' and 'desires' it's really an encoded ancestral necessity. We were born to run; we were born because we run. We're all Running People, as the Tarahumara have always known.”

“You ran to eat and to avoid being eaten; you ran to find a mate and impress her, and with her you ran off to start a new life together. You had to love running, or you wouldn’t live to love anything else…We were born to run; we were born because we run”

“Distance running was revered because it was indispensable; it was the way we survived and thrived and spread across the planet. You ran to eat and to avoid being eaten; you ran to find a mate and impress her, and with her you ran off to start a new life together. You had to love running, or you wouldn't live to love anything else. And like everything else we love-everything we sentimentally call our 'passions' and 'desires'-it's really an encoded ancestral necessity. We were born to run; we were born because we run.”

“We're all Running People, as the Tarahumara have always known. But the American approach -- ugh. Rotten at its core. It was too artificial and grabby, Vigil believed, too much about getting stuff and getting it now: medals, Nike deals, a cute butt. It wasn't art; it was business, a hard-nosed quid pro quo. No wonder so many people hated running; if you thought it was only a means to an end--an investment in becoming faster, skinnier, richer--then why stick with it if you weren't getting enough quo for your quid?”

“Make friends with pain, and you will never be alone.~Ken Chlouber, Colorado miner and creator of the Leadville Trail 100 mile race”