Abstract: A step-in apparatus and counter for a shoe are provided. The step-in apparatus allows a wearer to easily put on and take off a shoe without bending over, manipulating shoe laces, or using a shoe horn. The step-in apparatus and related counter allow the counter to deform and then return to its original shape without damaging the structural integrity of the counter or the shoe. This controlled deformation allows for ease of foot entry and exit without the need for laces, gores, or external devices such as shoe horns. The present invention is useful for those that lack the physical dexterity to bend over, tie shoe laces, or otherwise put on and take off shoes. In addition, the comfort and ease of use of the present invention makes for a new shoe that has universal appeal.