Just Do It, K2

It's another July 4th weekend, which for Atlantans means one thing ... The Peachtree Road Race. And once again, the biggest 10K n the world is set to be dominated by 1201's very own Kara Rutledge (known around these parts as K2).

In the spirit of the race, we look to give a little inspiration by way of Nike and Steve Prefontaine, the running legend who is at the heart and soul of the athletic gear giant.

Pre still remains an iconic figure within the track world for his numerous records set before his untimely James Dean-like death late at night on an Oregon road in 1975. But what continues to live is his presence and influence on the best known sports company on Earth.

In Prefontaine, Nike's soul was first brought to life ... brash, arrogant, determined, unorthodox, and highly successful. Where many companies might look to an athlete or celebrity to simply shill for them, Nike recognized in Prefontaine and his University of Oregon coach Bill Bowerman something original and true. Commitment to breaking away from the establishment in order to move their athletic cause forward. And like the company, they were completely dedicated to achieving the very best each time they went out to compete.

Although a central piece of Nike's beginnings, Pre came and went before the advent of Nike's revolutionary television advertising. But you can find him in everything from Nike t-shirts and "signature" running shoes (yours truly has a pair of Oregon green & yellow kicks), as well as print and merchandising materials that make sure the company keeps its heritage always within reach.

K2 ... we'll be looking for you to be running like the wind - er, like Pre - on Saturday, and we'll be watching from our usual vantage point at the half-mile mark. Our attempt to custom make shoes for you ala Bowerman and Prefontaine failed because the waffle iron seems to be missing, but we'll try again next year. If you're looking for a quick "get me ready to mop up the competition" ad, check out this one or this one.

"A lot of people run a race to see who is fastest. I run to see who has the most guts."
- Steve Prefontaine