Reed Dunn, Senior Recruitment Marketing Manager
When you are a runner or becoming a runner, brand loyalty is something you just have to let go of.
That wasn’t an easy concept for me, as I thought I knew which shoes were best for me. Those shoes resulted in a black toenail, partly because they were a size too small. I didn’t realize I was running for several months without enough toe box room, because, well, I didn’t really understand the importance of the toe box. Or arch support. Or flexibility.
I just knew what I thought felt right. I was wrong.
Many runners with much more experience had told me I should go to a running store and get evaluated. I thought this seemed a bit excessive, since I already had made my new shoe purchase after completing an in-store self evaluation by jogging on the treadmill and jumping up and down in the shoes.
All I had done was bump up a size in the same exact shoe that had caused my first black toenail. But I thought everything was perfect. The shoes felt great, I ran my first half marathon in them, and I was certain I had found my forever shoe. Then the outer edge of my left foot started feeling sharp pains when I ran distances beyond a 5K.
Knowing my latest running goal involves completing five half marathons in 2012 (maybe I shouldn’t be committing to this in a published forum), I knew it was beyond time to take the advice of those more-skilled runners and get myself into a store that would complete a full evaluation of my stride, arch and other elements that help determine the shoes that would be best for me.
I had held off because I was certain this was going to result in a $250 shoe purchase that may or may not resolve my ongoing issues. Or result in new issues.
When I walked in and greeted the sales team at the store, they immediately got me started on the evaluation. For those of you who haven’t done this, it’s very high tech and would have been worth the $250 I was expecting to pay for the “perfect” shoes for me.
Upon completing the 10-minute evaluation – I wiggled my feet, ran barefoot for a few minutes on a treadmill and rocked back and forth and side to side on cushioned pads – the in-store evaluator informed me of my high arches and consulted with another sales member to get a few pairs of shoes for me to try. He showed me on a touch-screen monitor (that always makes it seem fancy and official) where my weak spots were and where I was pounding the ground hardest.
Price was not discussed. I was certain that was a sure sign I’d be dipping deep into my bank account.
After trying on half a dozen pairs, including four different brands, I had a better understanding of how the shoes should feel. I had a better feel for what would be an appropriate toe box for my foot, and I felt confident I was going to end up with a pair of shoes that would treat me better than my previous purchases.
As I walked to the counter, I was surprised to learn this shoe purchase was not going to be $250. Evaluation included, I was walking away with a pair of shoes that were just less than $80. I did almost double my purchase price by adding a pair of custom insoles that, weeks later, I can say have dramatically helped my running.
As I prepare for my first half marathon of 2012 this weekend in New Orleans, I’m feeling confident I’m running in the right shoes. I’m not sure they are my forever brand or style, but they’re working out much better for me than any previous pair I’ve tried. Thanks to the in-store evaluation, I’m even thinking much more about how I’m running and am more aware of how my feet feel with each step.
Reed Dunn is senior recruitment marketing manager at Alere Wellbeing. He discovered a passion for running, completed his first half marathon in December 2011 in Las Vegas, and now is working toward new running goals. Read more of his running tips.