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Planned Obsolescence for running shoes?

I recently watched a documentary called "Planned obsolescence" which deals with the persistence of large global companies to maintain control over the consumption of the population by putting on the market non-durable goods to be replaced in a calculated future. (This documentary is available for free on internet)


I quickly drew a parallel with major running shoes companies that make hundreds of millions of dollars in profits by often selling several pairs of shoes to one runner during a single year. Question: It is instilled in our habits of runners that our "normal" running shoes will only last 500 to 1000 km in general. Who decided this? Why do they fail making them more durable? Isn't the deformation of the midsole's absorbent material (ex: EVA) calculated in advance so that we renew the purchase several months later? In 2011, why is it not possible to create a material whose elastic range (reversible deformation) would match the EVA, but with a practically unattainable plastic range (irreversible deformation)? I wonder ... although I am not an expert in strength of materials ...


Our famous minimalist shoes through all this? In addition to features you already know (injury prevention, increase the efficiency of the running gait, ...) most of them are less prone to premature wear because of the absence or very small amount of absorbent materials with irreversible deformation.


Enjoy the reflexion!