It never ceases to amaze me how much ‘spin’ big companies use when marketing a new product. After watching Asics’ latest video pushing their hideous ‘Gel Nimbus 14’, it left me gobsmacked.

To me, the shoe looks more suited to an astronaut. Or maybe somebody imitating an astronaut, who needs a super wedge of cushioning to simulate slow-motion bouncing in the absence of moon gravity.

• Rene Zandbergen, Product Manager at Asics, claims in the video that this ‘Guidance Line’ on the sole of the shoe will guide your foot whilst running. …What? …How?
• He adds that the shoe “fits like a glove”. No, I think he should be referring to Vibram FiveFingers when he makes that comment.
• He continues: “…the shoe helps you run more efficiently”. Bullshit.

Check it out: http://www.youtube.com/watch?v=lOSDAXE1h1M&feature=player_embedded

With spiel like this, it’s not surprising that a staggering 80% of runners get injured each year. How many of us have suffered with ‘runners knee’, ‘shin splints’ and ‘plantar fasciitis’? How often do people have the best intentions of ‘getting in to running’, only to get injured and conclude “Running isn’t meant for me”. With the amount of money invested in technology and biomedical science, surely we can develop runningwear that can prevent running injuries?

Science > Marketing

That’s why I am a massive fan of VivoBarefoot. Rather than plough all their capital in to creating and marketing gimmicks such as a ‘guidance line’, they instead invest in research and training. They make the effort to educate the customer, teaching us the essentials about best running technique. They offer science over opinion.

Good Running Form

http://feetus.co.uk goes live next month, where I will be offering advice on running technique and sharing my experiences of running barefoot and with minimalist shoes. For now though, here are the five basic principles of good running technique.

1. Strike with your forefoot, followed by a heel plant.
2. Your cadence should quicken to around 180bpm, meaning you take faster, shorter steps.
3. Your foot should strike just below your centre of gravity, or slightly in front.
4. Your upper-body should remain relaxed.
5. Keep your head straight. Keep your eyes at horizon level.

We’ll also be selling the very best barefoot and minimalist running shoes from the likes of Vibram FiveFingers, VivoBarefoot, Saucony, Merrell, Xero Shoes, and more!

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