How to Shop for Running Shoes

Every type of shoe you buy nowadays--even dress shoes-- has been benefitted from the huge evolution in running footwear that began in the early 1970s, peaked in the 1980s with the jogging boom and matured with the growth in women's running through the 1990s and turn of the new millennium

All this growth has meant that the way you buy running shoes has changed. In the 1970s it was hard to find stores that sold "real" running shoes. I remember buying a pair of those gum-rubber-soled "flats" at a local shoe store. The salesman told me not to run in them too much or my calves would stretch out. God forbid.

A few running store pioneers ran things right out of their garage. In the Chicago area, that mean buying shoes from Dick Pond Athletics. Every serious runner knew Dick Pond, who was himself an excellent runner and serious competitor. The trip to Pond Shoes was a pilgrammage for many. Often the man would be half asleep or a couple beers into a relaxing Sunday afternoon when a group of runners would show up at his house to buy shoes. Sometimes Dick would grump, "You should call first," but he'd always throw open his garage door and sell you shoes.

Back then there were basically four major players in the running shoe market; adidas, Puma, Tiger and a newly formed company named Nike that would prove to be a major innovator in running shoe technology.

Today the options in running shoe brands spans several dozen companies, all of whom make 15-25 styles or types of shoes.

This plethora of styles is not the only challenge in making the determination on the right shoe. You must also decide where to purchase your shoes.

If you need advice on what kind of shoes to buy, there is no substitute for a local running store. They can ask you questions and even watch you run on a treadmill to check for biomechanical deficiencies. The local running store often carries a healthy diversity of brands, but they can't carry everything. Running shoe companies require stores to carry a certain number of shoes to qualify as a merchant for better selection and pricing. A local store can therefore only afford to carry a select number of brands. Many simply choose from success with a particular brand.

One of the absolute no-nos in running shoe buying is to visit the local running store for advice and then go to some store where you can buy the same shoe for cheaper. This is low-class and frankly a bit unethical. The investment a local running stores make in employing clerks with expertise is worth the price. If you use their knowledge, you should purchase from their store. Most of these clerks and owners will be objective about what type of shoe you buy and sincerely try to get you into the "right" shoe... versus recommending the most expensive or trendy shoe on the market. Honor the expertise of your local running store. If you visit a local running shop, buy from them. It's only fair.

There is of course intense competition among running shoe manufacturers to become the "running shoe of choice" at almost every running store in the country. Some brands like New Balance have chosen to franchise stores to sell their shoes exclusively. adidas does the same at its outlet stores, and just about everyone has visited a Nike store at one point or another.

Understand these "corporate" or brand stores tend to differ in merchandising philosophy and operation than most locally owned running stores. You may get fit well for shoes in these stores, and brand selection is likely to be greater within that brand line. Some corporate stores, such as the Nike store on Michigan Avenue in Chicago, have been astute enough to become hubs in the local running community.

If you are content that a given brand is right for you, corporate stores are a great solution in buying running shoes. Just make sure you grill the salesperson for as much information as you need to make a good purchase. If need be, ask to talk with the manager before making your purchase. It never hurts to get a second opinion on the running shoe that is right for you.

The next level of retailing for running shoes are the Big Box stores like Dick's, Sports Authority and other sports merchandising chains. Purchasing running shoes from these stores is a crap shoot in terms of getting good advice. Once in a while they have knowledgeable employees. Other times they're just kids making money on the weekends. Sometimes you can find great deals on last year's models. But usually you can do that at a local running store just as well. If you know what you want to buy and see an ad for a brand name running shoe with a price too good to resist, then by all means go to the Big Box and make yourself happy. They usually have decent exchange policies if you screw up. Just don't get the shoes muddy or wear out the heel rubber before you repent of your decision. No one takes back used running shoes. Not even the big guys.

Beginning runners should ideally not shop at the Big Box stores if they are serious about buying shoes that fit their needs. Neither should a beginning runner buy running shoes from one of the mass merchandisers like Kohl's or Target. Those shoes are not the same quality you buy even at sports merchandising chains.

Beginning runners should probably not try to purchase running shoes online, either. Even if the prices are tempting and the return policies generous, the beginning runner will benefit from hands-on advice at any level.

Runners who know their feet and their biomechanical needs (which includes foot shape, placement and degree of pronation or supination--rolling in or out...) can purchase shoes online with confidence. Most online running stores like Road Runner now have trained staff on the line as well as helpful online surveys tthat can help you determine which shoe best fits your needs. You can return them if they don't work out. For some people online running shoe shopping is just too much hassle.

Having once worked at a locally owned running store, I know how difficult choosing the right shoe can be. I've seen people ignore advice and come back injured or disappointed when they choose the wrong shoe.

You should always consider whether your feet and frame actually need professional assessment by a podiatrist or orthopedic doctor. Some people are not naturally suited to running. Orthotics prescribed by a podiatrist or other physician can prevent or cure injury. Many runners now also rely on physical therapy and athletic training to assist them in injury prevention and treatment. These medical and fitness professionals can generally provide advice to help you select a shoe that works for your running or walking objectives.

Good running shoe advice can enlighten you on which shoes are designed for support, motion control, cushioning and speed. The shoes you use for training may differ from the shoes you buy for racing. Within every shoe brand there are 10-12 models covering the range of these needs. Some shoes come in width. Others focus on hi-tech gimmickry like air soles or gel to protect your feet over the miles.

Confused?

These are all questions you need to ask before buying shoes:

• What type of surface will I primarily be running on?

• How many miles a day do I expect to cover?

• Do I need more than one pair of shoes to alternate?

• How long should I expect this pair of shoes to last (usually about 350-500 miles)

Running shoes have come a long, long way since the 1960s when there were 3 or 4 brands each making 1-2 models. But with the glory of choice comes the challenge of sorting through the amazing technologies now found in running shoes. It's been a grand experiment being part of it. Enjoy the ride.