Better4you comes to the running market.  Cushioning used to be the key to a good running shoe.   But  the LA Times writes “with the recent emphasis on form and injury prevention, trail running, ultra-running and barefoot running, shoe choices have exploded. The alternatives seem endless: minimal shoes, maximum shoes, super-cushioned shoes, no-cushion shoes.”  With comfort and injury in mind, this is a great opportunity for brands in fashion, home and auto to tap into a better4you approach.   The mattress and shoe brands are in the lead thus far.  – Rich