You know those £280 Specialized S-Works shoes that are on your wish list? Bargain. The £250 Giro Empire SLXs that have been all the rage recently. An absolute steal. Well all things are relative when you're looking at the £1,000 Rocket7 shoes that Greg Van Avermaet has been sporting.
So what makes the Rocket7 shoes so expensive? The American company's shoes are fully custom, created from a plaster mould of your feet, which are designed to "fit like a slipper".
Tom Boonen had briefly been using the Rocket7 Freelock shoes in 2016, which use two Boa dials, while Van Avermaet was wearer the standard Road shoes, which use three Velcro straps, but began using a custom version with Boa dials.
Dries Devenyns (Quick-Step) is another wearer of the American shoes in the peloton, while the company also claims on its website that many riders use them and hide them with overshoes.
The fully customised shoes will set you back almost £1200 ($1450).
There is also a Superlite model available that uses laces for closure. Rocket7 claims that this comes in at 145 grams per shoe for a size 42.
But what do you get for your cash? Well, Rocket7 claims that its shoes are the lightest in the world and have the lowest stack height, thus maximising power output.
Although you don't get fancy graphics, you can choose the colour of the upper, its contrasting strips and straps, so you will probably avoid any matching shoe moments with anyone else on the evening crit.
With order to delivery taking up to two months, you'll need to place your order soon if you want to be ready at the start line.
If you can't justify spending a grand on your next pair of cycling shoes, but still want the GVA look, then Rocket7 also sell "cheaper" models, with a custom footbed and look for around £600 ($795), and a non-custom version for the bargain price of around £440 ($549).
This article was originally published in February 2016 and has been updated.
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Paul started writing for Cycling Weekly in 2015, covering cycling tech, new bikes and product testing. Since then, he’s reviewed hundreds of bikes and thousands of other pieces of cycling equipment for the magazine and the Cycling Weekly website.
He’s been cycling for a lot longer than that though and his travels by bike have taken him all around Europe and to California. He’s been riding gravel since before gravel bikes existed too, riding a cyclocross bike through the Chilterns and along the South Downs.
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