Seb Coe

It's not quite as simple about every research and development team, Adidas, Asics, Reebok, New Balance, Nike, are all focusing on getting more speed out of particularly road shoes.

They're also looking at how do we keep our athletes under contract in our sport for longer.

The second point is, and this is the challenging question you've asked, is that there is a balance between strangling innovation and regulation.

And we've never had that.

We've never had a system which we now do.

And it's only been with us a relatively short space of time at World Athletics.

We now have an internal unit here that at least makes evaluation around shoes.

And I don't want to

you know, it's beyond my general science O-level, by the way.

But, you know, I've got teams here that are looking at energy return.

They're looking at what is mechanical advantage, but what is actually advantage that's going to impinge an impact on the integrity of competition.

That system we've got for the first time, we've got

an online checker so that you're going to be wearing, as an elite athlete, a pair of illegal shoes, then you can go on there and check.

We work very, very closely now with the shoe companies.

I don't want them spending money

millions of dollars on research and development only for us at the last minute to say, by the way, that's illegal.

There has to be some interaction.

And so that's better.

We have an expert panel of sports scientists and checkers in our own sport.

So somewhere,