In the sport's new golden age, more people are running than ever, and more records are falling faster than ever. Advances in technologies like carbon-plated shoes have allowed marathoners to reach times that would once have felt superhuman. But as elite runners are reaching new heights, many average runners like me are being bombarded with endless social media promotions for untested and pseudoscientific running gear purporting to help us become more like the elite. Some of these products can