Shoe pipeline

Find out which shoes we just purchased, took to the lab, or which shoe reviews were recently published.

If you’re curious about why some shoes we never test, or how we decide which shoes to buy and in which order, our How we test page explains it all.

If you choose more than 1 category, you will receive 1 email with shoe reviews from all the categories you've chosen. If we haven't published any shoe reviews from your chosen category within the last month, we will not email you.

How we decide which shoes we buy

Keep in mind that we buy the shoes with our own money once they are widely available. We don’t have special contracts with brands or retailers that would get us shoes in advance. 

We consider these factors: 

  1. How important is the shoe? We combine both the value and popularity of the shoe. Some shoes, like dedicated mud shoes, never get nearly as popular as a Clifton but are highly relevant for the running community. 
  2. Is the shoe available in men’s US 9? If not, we wait until it is. 

How we decide which shoes we test next

  1. We batch shoes by category. There are some variations in the type and number of tests we do for each category, so we don’t mix them up. This means that sometimes less popular shoes are tested together with very valuable/popular shoes.
  2. If the weather is really bad, we might focus on shoes that can be tested indoors (like gym shoes). 

Shoes we do not test 

We do not test shoes that are made for sports categories outside of our scope. That means we don’t test shoes that do not belong to these categories: running, track, cross country, basketball, training, tennis, walking, hiking (shoes, boots, sandals), trainers.

We do not test shoes that are released as a variation or a collaboration. We usually focus on the OG model. So if there’s a new release that comes with an updated, more sustainable upper, recycled materials, or a collaboration, we stick to the OG shoe.

How much time does it take to test a shoe?

When a shoe is purchased, it takes at least 3 weeks before the review is published (ultra-popular models). 95% of shoes are reviewed and published within 10 weeks. We generally prioritise running shoes above other categories, so most of them go live within 6 weeks.

When a shoe is in the testing phase, it will be live in 2 weeks' time 50% of the time, and 80% of the time it will be done within 4 weeks, approximately. Those 20% that don't get published are usually less popular models that don’t get prioritised because another shoe of a higher priority has been purchased. In that case, it can sometimes take a little longer to get it live.