Like a lot of other runners, I obsess over shoes. Compared with other sports, running doesn’t require a lot in terms of equipment, but you can’t cut corners when it comes to your feet.
For me, a good fit and comfort are most important, but I also don’t want shoes that will slow me down. Super-cushioned sneakers might be great if you’re doing a loop around the neighborhood with your friends, or if your job requires you to spend all day on your feet, but not when you’re trying to cut a few minutes off a race time.
That search for the perfect combination has felt like a never-ending quest since I started running a couple years ago. Now, training for my very first marathon, the TCS New York City Marathon on Nov. 5, the stakes are higher than ever. So when I was offered the chance to try out Fleet Feet’s new and improved shoe-fitting software that’s powered by artificial intelligence, I went for it.
But that doesn’t mean I wasn’t skeptical about its capabilities. Up until recently, a lot of consumer-facing AI has been more hype than reality. Meanwhile, I’ve been shopping at Fleet Feet, a national chain of specialty running stores, since shortly after joining my neighborhood running group in March 2022.
For more than a year, the company’s in-house shoe nerds, which Fleet Feet refers to as outfitters, have largely kept my feet happy. They’ve answered all of my nitpicky questions and their recommendations changed as my running needs and goals evolved over time.
How does AI play into that?
In this case, AI provides a way to let store employees quickly compare the specific dimensions of my feet with those of millions of others, along with the designs of the shoes in their inventory, to pick out which ones might fit me the best.
The AI isn’t designed to replace expert employees, it just gives them a better starting point for finding shoes with the correct fit, says Michael McShane, the retail experience manager for the New York store I visited.
“It turns the data into something much more understandable for the consumer,” McShane says. “I’m still here to give you an expert assessment, teach you what the data says and explain why it’s better to come here than going to a kind of generic store.”
Anyone who’s ever set foot, so to speak, in a running store knows there are lots and lots of shoes out there, and everyone’s feet are different. What could feel like a great shoe to one person, could be absolute torture to run in for another.
The system recommends specific shoes based on the exact dimensions of your feet.
While store employees have used versions of the software including the AI over the years, Fleet Feet says the latest improvements make it consumer facing for the first time, instead of something that takes place completely behind the scenes. The ultimate goal is to add it to the company’s website to make it easier to find shoes that fit online, something that’s notoriously tricky even for the biggest running shoe enthusiasts.
In addition to telling McShane and me how well a shoe could potentially fit, the software gave me a specific starting size to try on, since sizing can vary depending on shoe brand and model.
And I sure did try on shoes. The AI gave McShane loads of suggestions to start with, but it was up to him to narrow it down for me, taking into account my training needs and preferences. Ultimately, I wanted something cushioned and comfortable enough to get me through a marathon, but still light and agile enough that I wouldn’t feel clunky or weighed down.
I also wanted something new. After a year of almost religiously wearing Hoka Cliftons for everyday runs, they now felt too bulky and slow. I also liked the Brooks Ghost trainers, but more for walking around New York than racing.
And I was more than happy to say goodbye to a pair of Nike Zoom Fly 5 shoes that I bought for the NYC Half Marathon. Their carbon-fiber plates and light construction made them super speedy, but their lack of heel cushioning gave me monster blisters that would explode and bleed. Sure I could have taken them back, but I liked their speed so much I just tapped my feet up every time I wore them to protect against the rubbing.
