The terms "air" and "Crested Butte" have always had a specific connotation when used together, as in, "Dude, you shoulda seen my air at Crested Butte." But now Nike's mucked that all up. Having consulted with local distance runners, the Godzilla of sports marketing is rolling out the Air Crested Butte, a winter running shoe built with Gore-Tex, a Lycra minigaiter, and an outsole designed to mimic a mountain goat's hoof. Alas, when Butte skiers talk smack, people will forevermore think footwear.
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