We know. Those claims we made fly in the face of everything you've ever heard. And seen. High tech machines that scan your foot & provide a 3D image (with custom recommendations for the correct orthodic); treadmills with high-tech applications showing the odd angle of your ankle when you run; even cool ads teasing shoes designed to specifically match the contours of your foot. 

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All of these are awesome & exciting. All of these are things running stores do. And they don't help you become a better runner, a stronger runner, or avoid injury. Don't take our word for it: the American College of Sports Medicine is the outreach arm of the American Medical Association, and they have, for the first time, put out a guide for choosing running shoes. It's attached below.