The running shoe myth

Australian researchers said on Thursday they had found no scientific proof that hi-tech running shoes improve athletic performance or limit injury.

While the shoes were subject to extensive biomechanical testing, the study — showed they had never been examined in a real-world environment. One can't determine whether or not a shoe changes injury rates in a laboratory.

The shoes typically feature elevated cushioned heels intended to absorb impact, protect the Achilles tendon and stop the foot from rolling, but the claims had never been put to the street test.

Sports medicine, not advertising, that was to blame for the myth.