Inov-8
inov-8 is a footwear company that was founded in the United Kingdom in 2003 and has grown into a leading technical off-trail running brand. In their nine-year history, they have also made a mark in the on-trail, on-road and fitness markets by developing lightweight and ergonomically designed footwear that helps individuals develop their most natural style of running. Also in their offering are accessories, most notably their backpacks. All inov-8 products are tested by international athletes and designed by athletes themselves.
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History[edit]
2003 - Company was founded in England by Wayne Edy and launched its first shoe, the mudroc™ 290
2003 - Runner's World gave mudroc™ 290 'Product of the Year'. This was the winning shoe at the Snowdon International Mountain Race
2004 - inov-8 USA launches
2004 - inov-8 begins its sponsorship of the World Mountain Running Association
2005 - flyroc 310 wins Trail Magazine's 'Best Trail Shoe Award'
2006 - John Basham smashes the Colorado Trail Speed record wearing Roclite 315s
2007 - The race pro pack range and H2Orizontal™ bladder receives an 'Outdoor Industry Award for Innovation'
2008 - Won National Geographic Adventure Gear of the Year Award for Roclite 370
2008 - Won Men's Journal Gear of the Year award for x-Talon 212
2009 - bare-grip 200 wins the 'Outdoor Industry Gold Award'.
2010 - inov-8s first 'Off Road Running Centre' opens in Run4it Glasgow.
2011 - inov-8 launches its first range of road shoes, the road-x
2011 - inov-8 launches the first ever CrossFit specific shoe, the bare-xf
2011 - f-Lite wins the CrossFit Games for the second year in succession and the World Mountain Running Challenge.
Where the brand is today[edit]
The inov-8 brand today covers all aspects of running from off-trail through to on-road; from triathlon to orienteering; from rock scrambling to Pre & Post Race, but the core brand messages remain clear and uncomplicated.
The shoe weight and the design of the sole together makes the name of the shoe, and along with other key data such as the Arrow Shoc-zone (representing heel to toe drop), gives a clear brand DNA which is consistent throughout the range.
The product set is complete and well thought out. There is a highly functional, fit for purpose, technically advance inov-8 shoe for all running based and Fitness sports and all that remains is for the brand to continue to grow in its chosen niches, ride the wave of popularity and capitalise on the minimalist trend on-road.
The routes to market are directly through specialist premium running and specialist premium running and specialist outdoor stores and online retailers in the UK and USA. These retailers offer the level of service that reflect the brand’s technical heritage. Throughout the rest of the world the products are sold via distributor relationships.
Making the transition to natural running[edit]
inov-8's approach to embracing minimalist running seeks to minimise the risks of going to a lower differential too quickly which may lead to injuries along with new stresses on the body. inov-8 believes that developing a more natural running style requires a gradual transition between increasingly minimalist shoes. This encourages the runner to make s safe and injury free transition to more minimalist shoes.
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The Arrow Shoc-Zone describes the difference in height between the heel of the shoe and the front of the shoe.
- 4 Arrow Shoc-Zone – 12 mm
- 3 Arrow Shoc-Zone – 9 mm
- 2 Arrow Shoc-Zone – 6 mm
- 1 Arrow Shoc-Zone – 3 mm
- 0 Arrow Shoc-Zone – 0 mm
Shoe soles[edit]
inov-8 has launched a sole for every surface type from hard compact to grass, mud and snow.
Sponsored Events[edit]
inov-8 has been the official sponsor of the World Mountain Running Association, including the Mountain Running Championships. inov-8's also supports local community events across a wide variety of sports.
References[edit]
- [1] Running Insight. March 17, 2009.
- [2] National Geographic. November 15, 2007.
- 2008 Gear of the Year, Men's Journal. December 5, 2008.
