“The Really Big Show” is a top-rated sports talk radio show that’s broadcast every morning from 9-12 on WKNR-AM in Cleveland, Ohio, and is a primary affiliate of ESPN Radio. So when Jeff Fisher, the owner of Cleveland Running Company (the Natural Running Center store affiliate is actually based in nearby Shaker Heights), found out that morning talk show host Tony Rizzo, who likes talking about his running, had been riffing about the popular toe-finger shoes. Rizzo thought they looked “ugly” and wondered why anyone would ever want to run in them. Seizing a good opportunity, Fisher jumped to action and had a pair of the VFFs hand-delivered to the sports radio personality while he was on air. Ten days later, after Tony had a chance to run in them, he invited Jeff on his program. They discussed the benefits and challenges of minimalist running shoes. Fisher also reminded listeners that one must take the time to safely transition to less-is-more footwear. Click here to listen.