When Nike co-founder Bill Bowerman poured a urethane mixture into his wife's waffle iron, it turned into a flexible, shock-absorbent material
that he cut into a shoe sole. Bowerman and partner Phil Knight used the invention to craft the outsole of the Waffle Trainer; the shoe quickly became the top-selling running shoe and
helped launch a nationwide jogging fad. After the Waffle Trainer, cushioning on athletic shoes was de rigeur, and other shoemakers unrolled similarly shock-absorbent soles.
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