The insert for preventing wrinkling of athletic shoes includes a toe cap having a contoured front wall curving rearwardly into an upper wall and curving on opposite sides into opposed side walls. The toe cap is made from a thermosetting or thermoplastic polymer and may be fiber reinforced. A layer formed from a gel or other cushioning material is disposed over at lease an inner surface of the toe cap. The insert can be positioned beneath or within the toe portion of the shoe upper to prevent wrinkling of the toe end of the shoe upper.