Sci-fi selling points: the mayfly is an insect that lives, breeds and dies in one day. This, the first disposable running shoe, doesn't have quite as short a lifespan, but it is designed to be worn for no more than 100km (60 miles) - the distance many club runners would cover in a week. After that, you throw the shoe away, although you will soon be able to send it back to a recycling centre at the company's headquarters.