In this work, a visco-hyperelastic numerical model is proposed, based on the decoupling of the strain and time dependent contributions. Four different rubber blends, used for the production of athletics tracks, have been experimentally characterized in compression under varying loading histories. A robust identification procedure provided reliable constitutive parameters to be implemented in the numerical simulations. Model predictions have been validated against the outcome of impact tests per formed on the different materials using an Artificial Athlete. Results demonstrate that the presence of a viscoelastic component grants a more accurate description of the energy return characteristics of rub bers under dynamic conditions.