This story is part of the GP100, our annual roundup of the best products of the year. To see the full list of winners, grab the latest issue of Gear Patrol Magazine.
Add the word “carbon” to any running shoe nowadays and two things are likely to happen: the price tag will double and everyone will want it. (Heck, you’re probably reading this article because it’s about a carbon-fiber shoe.) The hype machine really got rolling two years ago, when Nike’s Vaporfly 4% gained celebrity-level popularity with its embedded carbon-fiber plate, prompting other brands to rush their own carbon-fiber shoes to market.
Funny thing is, Nike wasn’t the first to enhance a running shoe with carbon fiber; in the early 2000s, Adidas added a carbon-fiber plate to the racing-focused AdiStar, dubbing it the AdiStar ProPlate. So why aren’t we talking about that shoe today?

Well, Nike’s marketing team did a fantastic job promoting the Vaporfly 4%’s benefits through its staged attempt to break the two-hour marathon barrier, “Breaking 2”; the shoe was almost as big a star as marathoner Eliud Kipchoge, the 2016 Olympic champ and official world-record holder (with a 2:01:39 set at the 2018 Berlin Marathon) who was striving to accomplish the feat.
On top of that, an independent team of University of Colorado researchers confirmed the shoe’s time-shaving benefits. Not surprisingly, serious runners began believing it would propel them toward quicker times.
Further Reading
• Hoka One One Launches What Could Be Its Fastest Running Shoe Yet
• The Hoka One One Carbon X: A Race Day Shoe for the Everyman