Oregon Runner’s strap-line says it all: “Pulling groins since 1972.” I’m not quite sure it pulled groins but definitely someone’s leg. A spoof 70s running mag, O.R. was designed to accompany the press launch of Nike’s Vintage Running brand. And, it was awesome to write – there’s no other way to put it. It involved channeling some cross between Anchorman’s Ron Burgundy, a running fanatic and maybe Stephen Colbert (but stuck in the 70s in tube socks with burgundy and gold stripes).

The writing included inventing crazy diets and regimens from Starve & Stuff to PBB&J (which is peanut butter, beer and jelly for all those who have yet to try it. It will do something – I’m not sure what exactly—for your daily ten mile). O.R. extolls the benefits of all the brand new kit runners could expect in 1977 from the sports bra (made from jockstraps incidentally) to a prototype of a Walkman. The project took a light view of Nike’s heritage and won marketing awards, has been blogged about frequently, while a version was used in store at Urban Outfitters and other such mass / trendy outlets.