Runner's World

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around 30 per cent of the

energy. Though ‘energy-

return foam’ is a bit of a

misnomer we admit it is

sexier than ‘less-energy-

lost foam’ so we’ll stick

with it. And while not

as amazing as gaining

energy losing less energy

is a good thing.

And consumers agreed.

Sales of Boost shoes

fuelled double-digit

growth in running

revenue for Adidas in the

ensuing years and the

Boost foam rejuvenated

the once-slumping brand

among retailers and

runners – so much so that

Adidas has struggled to

keep up with demand.

Hooked on

a feeling

Put aside physics and

what the new foams can’t

do and what really

matters is how the

material interacts with

your stride. New foams

deliver two properties

that had been mutually

exclusive: cushioning

and responsiveness.

Before Boost shoes felt

soft or fast but never both.

Energy-return foams

accomplish both with a

well-timed reaction. The

cushioning dissipates

excess forces but unlike

old marshmallowy foams

energy-return soles then

firm up underfoot which

allows you to push off

powerfully. ‘It’s not about

absorbing energy’ says

Spencer White vice

president of Saucony’s

Human Performance &

Innovation Lab. ‘We want

to take that force you

create in landing and help

you generate force so you

can move.’ It’s the

difference between

bouncing on a soft pillow

and on a trampoline.

In the end as Nigg’s

research shows it comes

down to what you feel.

And what you feel is

probably something new

and amazing. ‘[Foam]

feels soft and comfy when

standing and firmer and

faster when moving

quickly’ says Harper.

Perhaps more revealing

than the physical feel is

the emotional response.

‘We’ve heard a lot of “It

makes running feel fun!”’

says Kim. ‘It’s not some-

thing we usually hear.’

To f o a m o r

not to foam?

As magical as new foams

may feel they aren’t for

everyone. ‘Shoes are so

personal’ says Harper.

‘There will be people

who put on an Ego shoe

and it doesn’t connect

with their stride doesn’t

feel good underfoot.’

This has always been

the case with shoes but

new foams can be even

more finicky because

of the timing of the

bounce-back. ‘The

response is focused to

a narrower range of

runners’ says Shorten.

Which is why there will

never be a holy grail of

foam for all. ‘In the past

we searched for the one

perfect shoe’ says Kim.

‘What we’re realising

now is that doesn’t exist.

There are distinct

populations in the huge

world of runners. The

idea that you can make

one shoe that can work

for all the runners in the

world seems just a little

bit crazy.‘

Instead of making one

ideal brands are fine-

tuning foams to maximise

different experiences and

letting runners decide

what they like best. The

feel of each foam differs

depending on each

runner’s unique weight

stride speed and mileage

which also means you

might prefer a different

foam on different days.

Kim says Eliud Kipchoge

• he of the 2:00:25
  marathon – likes the new
  Epic React but only for
  easy runs. You may find
  one foam feels best for
  your fast days but that
  you prefer another foam
  for going long.

What’s next?

Where will the shoe

industry go from here?

The experts we consulted

agree that the focus on

foam will continue and

even more advances are

just around the corner.

That’s all good news for

runners too because

as foam continues to

dominate and brands

create increasingly

refined rides to match

every possible taste the

chances that you’ll find

your perfect road partner

get better and better.

WHERE FOAM MEETS FASHION While new foams may have

emerged primarily for function the shoes that feature them

have slid smoothly into streetwear. The versatile comfort

of foam midsoles makes them suitable for all-day wear

and without visually screaming ‘I’m a runner!’ Plus brands

are increasingly topping foam midsoles with simpler knit

uppers that look and feel as much like clothing as they do

footwear. The result: shoes that look as appropriate when

you’re running errands as they do when you’re putting in the

miles. It’s a win-win-win blend of comfort function and style.

REEBOK FLOATRIDE FOAM:

FLOATRIDE RUN 2017

ALTRA EGO:

ESCALANTE 2017

BROOKS DNA AMP:

LEVITATE 2017

UNDER ARMOUR HOVR:

SONIC 2018

NIKE REACT:

EPIC REACT FLYKNIT 2018

Adidas +

Kanye West

Yeezy Boost

350 V2

SHOE PHOTOGRAPH: C

OURTESY ADIDAS (ADIDAS

• KANYE WEST

YEEZY BOOST

350 V2)

JUNE 2018 RUNNERSWORLD.CO.UK 87