One of the great things about running is that you need an absolute minimum of gear, but obviously the one thing that will help is a good pair of shoes. There is no one-shoe-fits-all solution; it all depends on what kind of feet you have, what your running style is like, and obviously what kind of running you're going to be doing.
Not many people run with their feet hitting the ground perfectly, they either overpronate ( strike the ground on the outside of the foot, with the foot turnes inwards ) or supinate (strike the ground on the inside of the foot ). The ideal way to hit the ground is a slight pronation. Overpronators require runners which limit the motion of the foot, whilst supinators feel the shock of hitting the ground more and need cushioned shoes. Different running shoes are manufactured to correct overpronation or oversupination. Many specialist running shops, for example the Run And Become chain of running shops in Great Britain, will first ask you to run a short distance so they can see what running style you have, and then recommend the correct shoe accordingly.
The non-expert runner should choose his shoe according to his running style, but for the serious racer, the type of running he is doing also comes into play. Many racers will have a second pair of shoes primarily for racing or fast training, which are lighter and have less cushioning, so you can feel more of a response from your effort.
It might be worthwhile considering extra cushioning for your shoe if you are putting in the long miles every week, and/or if you have had previous injury history which you don't want repeated! Sorbothene insoles claim to absorb 90% of the running impact shock; whether or not this claim is fully true, you can certainly notice the difference on a long run.
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