I am skeptical of any product that is introduced by Dr. Scholl. I have been in practice for well over 20 years, and have seen a lot of their products come and go. This is MY opinion, so really is not up for dispute. Although there is always going to be someone who said one of their products was a miracle cure, I'm basing my opinion on treating thousands and thousands of patients over the years, not just one single experience.
If they say their new product reduces shock by 40%, I can not support or refute that claim, since I have seen no studies, but would like to see their studies.
I actually do know about the Kevlar product, since I know someone involved with the marketing a d development. I have seen studies which did verify their claims. The company that licenses this product is using this material (Kevlar) in other applications such as padding for football injuries (Michael Vick of the Philadelphia Eagles wore a vest of this material when he fractured his ribs), golf club grips, tennis racquet grips, etc. The Kevlar is combined with a gel type material so it isn't hard, but has shock absorbing qualities.
I tried a pair of the insoles, and although they did appear to reduce shock, they had no significant arch, and did not provide adequate support. In my opinion if and when the shock absorbing qualities and support are combined (they may have done this already), it will be a very useful product.
Decreasing injuries in the joints can naturally be reduced with adequate shock protection, but in my opinion it must also be combined with support and/or biomechanical control.