A quarter of a century back, my wife Jean and I formed a mid-life women’s running group to run the Marine Corps Marathon. Over its 7 years, JeansMarines took hundreds of women off the couch in February and trained them to cross the finish line in October at the Iwo Jima Memorial in Washington DC, into the arms of a waiting US Marine.

JeansMarines needed financial sponsors to be viable, so we approached Nike, Adidas, New Balance and other usual suspects. They all turned us down. Wouldn’t even meet with us. This made no sense. These were professional women. They had Gold Cards. They spent without limit on their running gear.

Nope. Not interested. Then a friend who used to work for Nike told me why: JeansMarines were too old. At age 40 to 60, we were ‘off-brand.’ Nike’s brand was 20-to-40 year olds. “But the people who actually buy Nikes are 40 to 60,” I countered. “Doesn’t matter,” said my friend. “20 to 40 year olds are who they want to buy their shoes.”

Read on…