from the article ... which i find very relevant to todays outdoor media ...
When a few of Nike’s shoes didn’t fare so well in the 1981 reviews, the company pulled its $1 million advertising contract with Runner’s World. Nike already had started its own magazine, Running, which would publish shoe reviews and commission star writers like Ken Kesey and Hunter S. Thompson.
“Nike would never advertise with me again,” Anderson says. “That hurt us bad.” In 1985, Anderson sold Runner’s World to Rodale, which, he says, promptly abolished his grading system. Today, every shoe in Runner’s World is effectively “recommended” for one kind of runner or another. David Willey, the magazine’s current editor, says that it only tests shoes that “are worth our while.” After Nike closed its magazine, it took its advertising back to Runner’s World. (Megan Saalfeld, a Nike spokeswoman, says she was unable to find someone to comment about this episode.)
“It’s a grading system where you can only get an A,” says Anderson, who went on to become the founder and chief executive of Ujena Swimwear.
Just as the shoe reviews were changing, so were the shoes: fear, the greatest of marketing tools, entered the game. Instead of being sold as performance accessories, running shoes were rebranded as safety items, like bike helmets and smoke alarms. Consumers were told they’d get hurt, perhaps for life, if they didn’t buy the “right” shoes. It was an audacious move that flew in the face of several biological truths: humans had thrived as running animals for two million years without corrective shoes, and asphalt was no harder than the traditional hunting terrains of the African savanna.
In 1985, Benno Nigg, founder and currently co-director of the University of Calgary’s Human Performance Lab, floated the notion that impact and rear-foot motion (called pronation) were dangerous. His work helped spur an arms race of experimental technology to counter those risks with plush heels and wedged shoes. Running magazines spread the new gospel. To this day, Runner’s World tells beginners that their first workout should be opening their wallets: “Go to a specialty running store . . . you’ll leave with a comfortable pair of shoes that will have you running pain- and injury-free.”