A sports shoe insert is provided which includes a plurality of elastically deformable elements which extend vertically within a heel portion of a shoe wherein the deformable elements are shaped such that a substantially horizontal plane cross-section taken through each of the deformable elements is of a polygonal shape and a plurality of arm members respectively interconnect the deformable elements. The maximum cross-sectional area of the deformable elements is located in a central region thereof and at least the top portion of the deformable elements as a group form a concave seat for contact a heel portion of the person wearing the shoe. The arm members lie in a single substantially horizontal plane and interconnect the central portion of each of the deformable elements. The arm members and deformable elements form a plurality of interconnected triangular-shaped groupings as viewed from above. In addition, both the top portion and bottom portion of the deformable elements as a group may form a concave seat. A method of forming the insert is also provided.