intersects wrote:
This is a great article.
http://deadspin.com/nikes-two-hour-long-eliud-kipchoge-documentary-was-beau-1794984200"... the project was unsuccessful because it failed to show the limitless potential of humans, if you generously grant that was one of its goals. It failed to show how close we are to breaking the two-hour barrier. Quite the opposite: It demonstrated in no uncertain terms how far we are from it. If an athlete of Kipchoge’s caliber can’t do it under perfectly contrived conditions, it’s not going to happen anytime soon.
But the most unanticipated failure of the army of highly paid Nike folks—whose job it was to think of every possible eventuality—was that somehow Eliud Kipchoge managed to steal a show Nike set up to be about them. The multi-year, multi-million dollar Breaking2 project was supposed to be about Nike, for god’s sake—Nike’s innovations, Nike’s technology, Nike’s dominance of the sport, Nike’s triumph over human physiology, and Nike’s stuff you can buy. Kipchoge was supposed to be a mere part of the project, the platform on which Nike would build their great pyramid. Months of heavy hype attracted millions of eyeballs to an event that turned out to be an ode to Eliud Kipchoge, not Nike."
That's a strange take. The event FAILED to come across as an infomercial. Boohoo! I was entertained. I liked the backstories on the elite athletes giving it a shot. Paula talking about the trees providing oxygen was Bill Walton-esque. Haven't you ever felt like the air was fresher on a cool damp morning on a trail run? IMHO, that was the missing piece of data. Did it help or hurt the attempt to run like lab rats in perfectly controlled conditions? Would they have set a faster time if there was an actual race in the last 2 laps instead of 1 guy running against the clock? Perhaps they needed more cowbell!