Print advert tells customers their foot type

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A lot people take up running thinking the only measurement they need to know is shoe size. They have no idea what words like pronator, supinator and neutral even mean in the world of running trainers and it’s only usually after suffering chronic knee, ankle or back injuries – and then being advised by a physio during treatment – that they start to get clued up on the subject. But the equipment that scans feet – like this FeetID Ecosystem – is expensive and far from omnipresent. Flagship running stores in the world’s largest cities will have 3D scanners (that are usually GBP 20-30 a scan unless you buy a pair of very expensive trainers with the scan), but many people still don’t have access to the tech.

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