Imagine standing with your bare feet on the ground. In this natural position the feet are level and there is no difference between the height of the heel and forefoot. When running barefoot (or naturally) the foot will instinctively land on the forefoot rather than the heel.

This forefoot landing causes less impact than heel striking as it uses the natural cushioning of the foot and leg. The body's centre of gravity moves forward, cadence increases and there is no loss in momentum.

Our footwear is designed around this natural movement. They keep the foot close to the ground so that it can do what it does best.

Over the last 30 years a process for selling supportive, heavily cushioned running shoes has developed. Yet, injury rates amongst runners are unchanged. Natural running has been associated with a reduced likelihood of injury and increased speed and efficiency.

We believe that the majority of runners can make the transition to a more natural running style by gradually reducing the amount of cushioning in their shoes. The difference in height between the heel and forefoot, created by the cushioning is known as differential.

In each of our product ranges we have shoes with a variety of levels of differential, named Shoc-Zone™.

We have shoes with 4, 3, 2, 1 and Zero Shoc-Zone™. This allows runners to gradually decrease the amount of differential in their shoes over time (3mm per Shoc-Zone™). The Shoc-Zone™ can be identified by the number of arrows on the heel of the shoe.