Brooks built one spike for one race, and the CEO says that is the whole strategy

Summary

Dan Sheridan, CEO of Brooks Running, brought Brian Sozzi a shoe that is not on the website. It is a one-off spike built in Brooks' Seattle lab for Josh Kerr, designed around his biomechanics, and he wore it to break a mile record that had stood for 27 years. Sheridan's argument is that the one-off is the strategy. Twenty-five years on a single category, and every bit of that lab work ending up in shoes you can buy. He also gets into what a shoe costs to make now with duty rates rising, why the next frontier is neuroscience rather than cushioning, and what being owned by Berkshire Hathaway…

Description from Yahoo News.