There is a new running shoe that has recently came on the market, the Airia running shoe, that is causing quite a bit of buzz in social media. The buzz is around the shoe claiming that it can improve running performance by 7%. The company has data that says the shoe can do this, but it has not been independently verified. Some people who have tried the shoes love them, other people hate them. They claim to enhance performance by having an elevated lateral column under the forefoot and a large toe spring, and a zero drop. Theoretically this will help some people with their running and not help others which might explain the mixed response that they getting in social media. In other words they will not suit everyone.