
The weather was supposed to be taking a turn for the worse after a short stretch of sunny skies, and so I had planned to go for a short trail run this first day of February.
Instead, the sun leapt out from behind the clouds, the temp shot upward into the mid-50’s, and I called an audible: “Ride today, run tomorrow.”
I’ve had the old Steelman Eurocross out twice this week, and it was leaning against the Subaru just waiting to have another go, so I grabbed it and did a quick 90 minutes on the foothills trails, which have finally firmed up a bit since last week’s rain and snow.
It was just the ticket, especially since I was feeling unkindly toward running after reading about the Outside Hyperactive Currency Furnace’s latest scheme — to transform the ridiculously simple act of putting one foot in front of another into a mighty revenue stream through the miracle of MarketSpeak®.
Running is one of the most basic acts imaginable, and humans have been doing it since we first came down from the trees, which is starting to seem like a really bad idea. As soon as we hit the deck we were running toward things we wanted to kill, eat, and/or fuck, and away from things that wanted to do likewise to us.
Like I said, basic.
No longer. According to a press release whose author(s) should have “The Elements of Style” tattooed on their foreheads with a jackhammer, we runners have been blessed with a new “Running Media Platform” intended to meet us on our running journey and elevate, empower, build community, and disrupt through a one-stop shop of iconic brands delivering gender-equitable and inclusive best-in-class, world-class content.
Or something very much like that. I don’t know for sure. I blacked out somewhere in the middle of it and when I came to I was butt-ass nekkid with blue paint on my face and a big knife in one hand, shrieking and dancing around a fire built of old running shoes.
I showed the press release to my buddy Hal Walter, who has been running for something like 45 years, everything from 5Ks to marathons to the World Championship Pack-Burro Race in Fairplay — he guesses maybe some 65,000 miles all told — and he was immediately unimpressed.
“Jesus,” he said. “Go run for fuck’s sake.”




