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Two years ago, the Ethiopian distance runner Derara Hurisa had his victory in the Vienna City Marathon annulled because he was wearing shoes that were one centimeter too thick. By all accounts it was an innocent mistake; Hurisa had been using Adidas’s “Adizero Prime X” shoe in training and wasn’t aware that its 50-millimeter stack height rendered it ineligible for professional competition. (World Athletics shoe regulations have set the limit at 40 millimeters for road races.) At the time, there was some discussion in running forums about whether or not this mini scandal would play out in Adidas’s favor. On the one hand, an athlete had been disqualified for using their product. But the incident also gave the Prime X worldwide publicity and, arguably, a certain illicit allure. Whether Adidas would attempt to cash in on the shoe’s notoriety remained to be…
