|Trainers take off|
|Around the Academy:
Footwear companies grew in size and popularity throughout the 20th century, but it wasn't until the 1960s and 70s that technology really took off.
In the 70s science began to take a much bigger role, as manufacturers involved podiatrists (foot experts) in their product development.
This led to research into how humans run, and what happens to the shock from each step as it moves up the body.
The research found three general types of running style:
Which type are you? Modern running shoes are tailored to suit certain types, so it's well worth finding out before you invest in your next pair.
Walking on air
Whether it's foam, silicon, air or gel, cushioning systems have become one of the most important aspects of the modern running shoe.
The 70s saw the development ethylene vinyl acetate (EVA) - a substance made up of millions of tiny air bubbles that provides cushioning and absorbs shock.
It was considered to be a major advance in footwear technology and is still widely used today.
Probably the most famous cushioning system comes from those clever people at Nike.
Introduced in 1979, Nike Air was the first trainer to incorporate an air bubble into the heel of the shoe.
Its phenomenal success led Nike's rivals to develop cushioned heels of their own, and the likes of Reebok, Asics and Brooks joined the race to find the ultimate in footwear cushioning.
Today, competition amongst sportswear companies is more intense than ever - and fashion is just as important as sporting performance.
Athletes are sponsored, events are laid on and fortunes are spent on advertising.
And with the Olympics just around the corner, expect to be bombarded with even more ways to spend your parents' cash!