A CNBC report shows a record low number of U.S. runners can afford to own a pair of running shoes, effectively turning the American Runner’s Dream into a pipe dream. Whether it’s tariffs, imaginary supply chain issues, or corporate gluttony, purchasing running shoes has never been more impractical.
Of course, anyone not living under a rubber outsole knows running shoes have been expensive since the dawn of time. For as long as runners have been plodding along, obnoxiously stomping the pavement, wheezing with every breath, and sweating like farm animals, running shoes have been egregiously overpriced.
But today’s running shoe market is so upside down, that, in 2024, there were more running shoe buyers over the age of 70 in the U.S. than under the age of 35. A grim statistic that is only exacerbated by the frightening image of old people running.
American runners are saying “goodbye” to the idea of owning white picket-esque shoelaces, a lush midsole foam, and a knit or mesh roof over their feet, and a reluctant “hello” to the reality of renting white picket-esque shoelaces, a lush midsole foam, and a knit or mesh roof over their feet.
Renting realities
Once a celebration of shoe releases, the first of the month is now just rent day — in more ways than one. Runners are forking over exorbitant monthly sums just for the opportunity to borrow shoes. Used, smelly, cesspools of filth they must return instead of adding to their now dwindling shoe collection. Sound familiar? Tragically, the rise of shoe rentals signals the sport’s slow descent into bowling — a redneck pastime that’s well beneath running on the social hierarchy.
Runners must even put down a security deposit — a full month’s shoe rent — they’ll never get back because of wear and tear required by running.
Worse yet, as renters, they’re unable to renovate the shoes in any way. Forget swapping shoelace colors — they can’t even choose colorways! They’re at the mercy of running-store-lords and whatever limited options they make available. And you can forget about squatters’ rights. The only squatting these (literally) poor runners can do is taking a violent mid-run dump.
A Bloomberg senior financial analyst shed some light on the dark state of the running shoe market.
“The cost of living is absolutely bonkers, and nowhere is that more evident than with the price of running shoes. Owning a pair of running kicks was always a cornerstone of financial stability in the United States. Simply put, it signified that you weren’t a peasant. Or a hobo.
But the gap between what running shoes cost and what folks earn has widened dramatically. This leaves many younger Americans either stuck renting shoes, using their parents’ shoes, or giving up the sport altogether for a more exciting one.”
At press time, an increasing number of renters were spotted running barefoot, blistered, and bloodied on the roads and trails, adding injury to insult.
