Why do my shoes wear out on the inside heel?

It's been only 10 months since I bought my latest running shoes. 

But already I had no choice but to go out, and buy a new pair. Because the hole on the inside of my shoe where the heel is supposed to be was so big, even wearing thick socks didn't help anymore.

Why do my shoes wear out on the inside heel?

My shoes wearing out on the inside heel has been a problem for all my running shoes. And it's often the reason I have to buy new shoes. 

The reason my shoes wear out on the inside heel isn't all that hard to imagine: it's all about my feet rubbing my shoes the wrong way. But then the next question is: why is there so much rubbing?! Are they not a good fit?

Why I keep buying the same shoes over and over again

Still I keep buying the same shoes over and over again. Because after 17 years of running the inside of the heel is the worst of their problemes. My Asics have been keeping me running without injuries for a long time. So I'm not in a hurry to try something new.

Solution to wear and tear on the inside of the heel

But the next time I feel the heels of my new shoes starting to fray, I'm going to a Shoe Repair Service and ask them to put something over the problem area in the shoe. Because that's what the woman in the shop advised me to do, and I think it's worth a try.

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