We all love the “ahh” factor when we first put on a pair of shoes. What could be better than a shoe that’s cushioned with the same material as our new bed? Turns out, just about anything is better!

It makes sense that customers are drawn to the phrase “Memory Foam”. And there is some reinforcement for them when they first try on the shoes: sitting or standing up in a pair of shoes with a memory foam liner feels soft and squishy (aka “comfortable”). That is where the benefits of memory foam stop.

Memory foam’s key benefit is that it retains its shape. This is great for when you want to snuggle into your preferred position in bed and stay there for 6-8 hours. The problem is that our feet rarely stay in one position! We’re sitting, standing, walking, etc and we want the foam to bounce back to it’s starting shape, not maintain the impression of our foot. The result is that the foam is still compressed from a previous step when we take the next step. Within a few steps a memory foam insole will stay completely compressed and offer little cushioning value.


In contrast, a soft foam with fast rebound differentiates its performance from memory foam by bouncing back to full thickness in between each step. This means that the 10th, 100th, and 10,000th steps will have the same cushioning sensation as the first.

If you want to provide your customers with the best comfort experience with superior cushioning and ahh factor, Heeluxe’s testing data is telling you to move away from the Memory Foam Myth. There are many suppliers of excellent quality foams that will outperform an memory foam you may currently be using. Not sure which one to pick? Heeluxe’s “foot to shoe” testing can identify the best foams for your shoe style.

Contact [email protected] to learn more about picking the best foams for your shoes.


Gnanasundaram, Saraswathy, et al. “PU viscoelastic memory foam for application as cushion insole/insock in shoes.” Footwear Science 5.sup1 (2013): S22-S23.