Nike Air Technology, was and still is the desire of athletes and shoe aficionados. Do you remember poking the little bubble on the side of your shoe? The feel like you're walking on air? Well, new research shows that this bubble technology doesn't really help, and in fact actually hurts the athlete. But that doesn't stop Nike from creating shoes with this Air Technology. As the story on Gizmodo says (editorial warning: there are a few strong words in the story), " … there's very little real science—despite Nike commercials that say otherwise—supporting the idea that filling running shoes with pressurized air makes you a better athlete. Recent research actually suggests the opposite." But this is Nike's strategy all along. For Nike, "the principle of air cushioning being a one-size-fits-all solution to comfort and performance is pervasive in the company's marketing strategy." The marketing turned more from being a regular shoe on your foot, to a "gadget" that makes you a better athlete.

Possible Preaching Angle:

Isn't it just like an athlete wannabe, a shallow shoe aficionado, or a follower of Jesus (yikes, that's us!) to buy the line that we can somehow find a shortcut to excellence?

Source:

Adam Clark Estes, “The Absurd History of Nike Air Technology,” Gizmodo (11-19-15)