What if the shoes were nothing more than adaquate, and the marketing alone increased the athletes performance? It is already a very self-selecting subset of man

What if the shoes were nothing more than adaquate, and the marketing alone increased the athletes performance? It is already a very self-selecting subset of many elite athletes with the inherent bias that brings. But shoes are only going to improve, and soon other brands will be an advantage. I see this as no different to tires in auto racing getting lighter and grippier as materials science progresses. This offers us some insight; The way auto racing deals with the problem is to make the manufacturer provide tires/shoes for the whole competetion. Its brilliant marketing, and the advantage issue is solved.