Trail-running legend Scott Jurek strides across the rolling hills of Colorado’s scenic Loveland Pass, framed before a backdrop of snowcapped peaks, in a slickly produced commercial spot. He’s selling shoes, but not the performance trainers you’d expect. Halfway through the commercial, the ultramarathoner completes his run, pulls off his sneakers and slips into a pair of classic Birkenstocks. “When it comes to recovery, how I treat my feet when I’m not running is just as important as what I do when I’m running,” says Jurek, who’s famous for winning the Western States 100-Mile Endurance Run seven times straight. The sandals’ distinctive arch support, the argument goes, will help restore his tired moneymakers so they’re ready for the next workout.
International sportswear companies have long competed to get their high-end running shoes on athletes’ feet during the hours they spend pounding the pavement or trails. Now they see a new opportunity: targeting that even longer period of the day when runners aren’t logging miles. Companies, including some that ordinarily have nothing to do with sports, are rushing into the so-called recovery footwear market. They’re not promising new world records or personal bests but a little self-care after the finish line for professional athletes and casual joggers alike.