inov-8

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We are rounding off our 10-year celebrations with the launch of a new video, the first to plot our meteoric rise.

Founded in the UK in 2003, inov-8 is the brainchild of Wayne Edy, a former consultant in the outdoor industry, who spotted the opportunity to innovate in the off-road running market.

The video tells the story about how Wayne, initially operating out of a coach house in his garden and then an old church hall, both in the North East of England, launched his first shoe, the mudroc. Aimed at fell and mountain runners, it weighed just 290g and delivered outstanding grip through an aggressive outsole.

Zimbabwe-born Wayne quickly became a regular at off-road races across the UK and Europe, initially selling the shoe out of the back of his pickup. The mudroc proved an instant hit.

Since then our stripped-back, minimalist range has gone from strength to strength, with athletes across the world discovering the brand’s shoes, apparel and accessories.

Today we trade in over 60 countries and boast more than 80 shoes in the range, meeting the needs committed athletes who want to run naturally fast on all terrains and smash hardcore functional fitness workouts.

In the video, Wayne says: “I am proud of what we have achieved in our first 10 years.

“Innovation has, and will remain, at the core of what we do.

“We are pioneers within the industry and will continue to push boundaries in providing outstanding products for the committed athlete.”

Use the hashtag #inov8Decade and @inov_8 on Twitte

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