Steward "Tony" Pacheco (LION)
With that said, even the best shoes can cause problems for the wrong feet, and there are a lot of feet that need help. I would focus on the most common issues (rubbing, pinching, lace area, slippage after break in and design. The professional runner's body dynamics are much different than a typical runner, so if that's your target, durability will be key, atop the features you may have in design for weight & safety.
Devons answers this question correctly, but this won't be a one size fits all venture. So, my best advice is (after all this blah, blah) to find the best pair of shoes on the market for your feet, sign up for the first full marathon you can, scheduled for 6 months from now (what ever now is for you) and start training you 75 to 120 miles per week. Record how your feet feel, target the problem areas, identify shoe issues, and write it up daily and chart it as well.
"Pretty shoes are just pretty shoes" vs "Amazing shoes are amazing shoes" serious Runners know this.
Real Runners do not wash their shoes and wear them everywhere, but they run everywhere anyway.
Your journey starts tomorrow.
Tony P. (Still in TX)
Clearly, there are different types of sports that involve using shoes to perform, so the biomechanics of each shoe could and should be altered per sport. If long-distance is your aim, then create metrics you'd want the consumer to trust such as longevity or durability of the product.
I can not speak to marketing or product advertisement specifically, but those points should get you started. Good luck!