Today, for the first time in years, I went to a brick and mortar running store and bought new shoes. Until this winter, I had been wearing the same make and model shoe for years. I wore the same shoe for most of my college running career and continued to wear it afterwards until I hurt my knee. Then, sometime after my knee surgery and before I started running again, the manufacturer discontinued the model.
I searched for a replacement, preferring to buy online since it’s easy to find the same shoe online for 30-40% less than in a brick and mortar store. From suggestions on Internet forums, I bought a similar shoe from an online retailer made by the same manufacturer. However, the new shoe felt like running in sandals compared to the discontinued model. It gave me no stability and very little cushioning in the forefoot.
Why do shoe companies insist on changing their shoe lineup every year? There isn’t a shoe model that either doesn’t get changed or discontinued on a yearly basis. The shoe that treated me well for so long was suddenly gone. I probably bought 15 or 20 pairs of that model, and what does the manufacturer do to reward me for my loyalty? They hang me out to dry.
There’s no functional reason to update, discontinue, or introduce new running shoes with such magnitude and frequency. Some research indicates people are better off without running shoes. However, shoes are generally made to accommodate a small handful of biomechanical differences in runners. With these differences identified, each manufacturer should make a shoe that successfully addresses these problems for most of the population and let things be. With the current cycle of drastic shoe changes, either running shoe technology is so terrible that the manufacturers are constantly scrambling to find shoes that work or human evolution is taking place at unprecedented levels.
Instead of producing something consistent and functional, shoe companies care more about generating marketing hype surrounding their products. They want consumers to crave the latest running shoe with its biodegradable materials, patented cushioning materials, and futuristic looks. I don’t care how many proprietary materials the shoe is made out of or what the shoe looks like, I only want it to keep me from getting injured. Every shoe I’ve ever bought goes from mostly white to a dirty, muddy mess in a matter of days, but as long as it keeps me in one piece, that’s all that really matters.
The constant shoe updates also force me to buy from a regular retail store since I have to try on several pairs to find a new one that works. Sizing changes from model to model, so I’m wary of buying a new pair without first trying it on. Retail stores mark up prices as much as 100% of what they paid the manufacturer, so it’s easy to find an online retailer who charges far less than the suggested retail price. Going to the store today, I’ve found that what was the $80 shoe five years ago is now the $100 shoe. Some shoes are nearly $200. All of them wear out in 300-400 miles, so what exactly is it that warrants the extra cost?
Running shoes shouldn’t be any different than a household appliance. Shoes should be something that do their job faithfully and can be replaced at the end of their lifespan with a model that performs exactly the same way.
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