New-Age High-Tech shoe labels

Well, if your vertical flex groove decouples your impact guidance system, that attenuates shock, and the trusstic system allows for more efficient foot function.

Sorry, couldn't help it. It sounds ridiculous doesn't it? I went for a run today on muddy trail in my Vivobarefoot Ultras - no liner, no socks. When I hit the bad mud, I ended up taking my Ultras off because that was just too much between my foot and the ground. How is it possible that this complicated Asics shoe is going to help my feet? They're perfect as they are!
 
How about these: Unequal insoles, shoes, body armor and grips. My first thought is I'd be sold if I actually needed the cushioning they say we need. My second thought is making huaraches out of the Thin Sporty insole.

Your body is under attack. Every step, swing and collision produces a force equal to up to 5 times your body weight, sending shock waves through your body that can lead to pain, discomfort and fatigue. Unequal® is your ultimate defense. Using patented Unequal® technology with Kevlar®, you are protected from up to 80% of impact shock, meaning you can play better, stand longer, recover quicker, and feel more energized every day.

http://www.unequal.com/UnequalSuperTechnology.aspx

What's really funny is the shoes have two layers of this material--one in the outsole and one in the insole--that would block up to 96% of impact shock--and they still need a thick midsole with a big heel drop.
 
And no one is bringing a lawsuit against them?! Hmmmm.