LOLZLetter 215 | Why do running shoes cost a fortune!?
Seriously when did running shoes get so expensive?
Welcome,
Last week feels like a blur. Nothing bad, just busy. I decided to take 10-14 days off post-LA Marathon. This feels like the fastest I've recovered from a marathon, and while I "feel fine", I still want to take a good chunk of time off to let the body and mind recover. From there and I'll stick to shorter things this summer (up to the half). Depending on how I feel, I might run another fall marathon, but who knows? Anyway, in summary, it's been a "boring week".
So Why are Running Shoes So Expensive?
If you've run for a few years, you know running shoes have increased in price. Two years ago, the Brooks Ghost was $120, and now it's $140. This isn't just a "Ghost problem", shoes across the board have gone up in price. It's rare you'll find a running shoe under $120 these days. The Atreyu Base Model is one of the few shoes I know that is regularly priced below 100.
2022 supply chain problem hit running shoe brands as hard as the rest of the world. It drove up the cost of everything, including running shoes!
Why are running shoes getting more and more expensive? Are running shoes just that much better than 10 years ago?
Why is a good pair of running shoes over $100?
What happened to that $60 pair that used to exist?
Do I need a pricy pair of shoes?
Is the $180 shoe better than the $120 pair?
If you run, you should get fitted for a good pair of shoes. Running store employees will fit your shoe based on gait, foot shape, injury history, and activities. Then all you need to do is let comfort be your guide.
How is the Cost of a Running Shoe Determined?
First, the brand sets the cost of the running shoe (not the individual store). There are regulations so your favorite running shoe won't be undersold. For instance, you won't find an authentic iPhone sold for $100.
You won't find an authentic and current model of the Brooks Ghost 15 sold for $75. (I use Brooks Ghost as an example because it's a widely known and popular shoe. Most brands have this policy)
If sold for less, whoever is selling can be shut down and lose their privilege to sell that brand. For instance, if you see the Brooks Ghost 15 sold at $75, the store doing so:
a: isn’t making money
b: might be forced to close their account with Brooks
Hoka seems to be a victim of this often, and you'll see "Hoka shoes selling at $50" online. They aren't real.
What is the Cost Breakdown of Running Shoes?
Most run specialty brands like Nike, Saucony, Asics, etc., have about a 40-50% margin. This means the shoe costs the brand about half of the retail value. For instance, if the shoe is $120, it usually costs about $60 to the brand to make.
The cost includes building, packaging, and delivering the shoe. Then the retail cost is what stores price it so the store can make money and stay in business. (Personally, I would love every brand to stop using a shoe box and knock down the price $5).
Are more expensive shoes better?
There is no research to prove more expensive shoes save you from injury. The more expensive the running shoe, the more cushion or support it has. More cushion does not always mean better. For some people, they find more cushion to be bulkier and heavier.
Here is a Shoe Cushion Example from the Brooks Family:
$110 Brooks Launch 9: The Brooks trainer with the least amount of cushion, best designed for workouts or shorter runs. You will get about 300 miles)
$140 Brooks Ghost 15: Moderate amount of cushion. You can train for anything from a 5k to an ultra marathon. You'll get about 400 miles.
$160 Brooks Glycerin 19: Most amount of cushioning from Brooks. If you prefer more cushion and to feel the ground less (or you're injury prone), you might prefer a higher cushioned shoe. You'll also get about 400 miles.
BUT Shoes Under/Around $100 Do Not Last as Long as Shoes Above $100:
If you purchase a minimalist shoe or racing flat, remember they don’t last as long. For instance, a racing flat like the Nike LT streak (retails at $80) is not going to get as much mileage as the Launch, Ghost, or Glycerin.
However, the Brooks Ghost ($140) will not get more mileage than the Brooks Glycerin ($160). There is just more cushion to the Glycerin If you like a shoe with more cushion that takes the impact more, the Glycerin is better. If you want a lighter, faster shoe, the Ghost is better.
Almost every running shoe brand has shoes similar to the Launch, Ghost, and Glycerin. Each has a lightweight/low cushioned shoe, medium cushioned, and moderate cushioned. Some brands even have maximum cushioned shoes (the New Balance More or Hoka Bondi would fall under these categories).
Finally, carbon-plated shoes might not last long at all:
Yes, really. You might get more than 50-100 miles of running in carbon-plated shoes, but you will not get the "4%" advantage.
What makes carbon-plated shoes so expensive? Bending carbon plates (a costly material) to match the shoe's shape has a high failure rate. This drives up the cost. Plus carbon plated shoes use the lightest, fastest, and most technical materials. You are paying for speed.
But these shoes only give that to you for around 50-100 miles. Yes, you can run in them more without getting hurt. I've heard people say: my carbon-plated shoe had 400 miles on it, and I still PRed...well, you might just be fit.
If you zoomed past all of this, here are a few key takeaway points:
Running brands set the cost of running shoes, not running stores
Authentic and current running shoes are the same price everywhere, or the store selling them can lose their privilege to sell shoes. (or if they are "super cheap" the shoe being sold is fake).
Just because a running shoe is more expensive doesn't make it better.
Carbon plated shoes are the most expensive but are the least durable.
What is keeping me entertained?
Saucony Endorphin Elite Shoe Review and more in-depth on Weeviews
Los Angeles Marathon (3:24.59)
Bob and Brad Leg Massager with Heat and Compression Review
Camille Herron breaks 48-hour ultra-running record: She ran more than any other person for 48 hours. 270 miles!!
What gear am I loving this week?
Well I didn't run a single step last week (maybe I'll run Wednesday or Thursday this week) so really I've been relaxing when the Bob and Brad Leg Massager.
Thanks for reading! If you enjoy the LOLZLetter, I appreciate you sharing it!
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Good article, thank you Brooks Ghost are $239 in Australia. As I can't justify that expense I go with the cheapest ASICS available at the time when I need new shoes. It seems to work for me, I've not had any foot trouble and I generally get 600+K from then before they completely collapse. I'd love to have top of the line shoes, but as they're all super expensive I stick with what I can get. I doubt I'd get much performance improvement from them tbh.