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The "No Heel Strikes Allowed" Club

STRIKE HERE... What does this mean and why is it on our shoe?
After reviewing countless scientific research studies focused on the biomechanics of the lower body extremities (your legs and feet), we believe the best way to prevent Running Related Injury (or RRI's) is by utilizing proper running form to deliver efficient running economy. We kinda knew this, but it helps to say we read the studies too, and generally enjoy SCIENCE!!!
Disclaimer: We make running shoes. We're not SCIENTISTS, but we do enjoy feedback data from the research studies. This is a primary focus on our designs. 
As depicted above, we are endorsing a mid-foot striking patter for the gait cycle, or your stride. If we initially come into contact with the ground with our heel, there is less efficiency for the foot to absorb the "Loading Rate" of your body weight when applied to the foot. If utilizing improper form, this loading pressure is transferred up the extremedy and dissipated in other areas of the body.
(such as the knee - IT Band - Hips - Back... etc)
Therefore, we believe our most valuable asset in running is our foot's natural ability to utilize its natural biomechanical features to handle this peak load. We do this by incorporating the ENTIRE foot to handle the pressure, by landing on the mid-foot.
Too many athletes explore footwear options to cover up RRI's conceived directly from improper running form. The misunderstanding is that is a footwear related issue. Many other companies provide solutions to covering up these tendencies, but they fail to address the root of the issue. This fundamentally is counter to our entire mantra: The Battle Lies Within.
Atreyu utilizes a standardized 6mm offset to our midsole, and this is about half the offset of many other brands (10mm-12mm). We endorse that 6mm (and lower) is healthiest for the foot to engage the entire mid-foot biomechanics fully and evenly. Any higher allows the foot to comfortable land on the midfoot and lead to an "overstride" (foot initially coming into contact with ground in front of knee).  
If your running gait results in an overstride, you simply are "putting the breaks on" with every time your foot comes into contact with the ground resulting in a loss of momentum and peak load shock through the lower body extremity ultimately compromising the knee, IT, hip flexor, lower back, and up the chain.


Helpful hints:

1. land foot under body mass.

2. land foot BEHIND your knee (in front is an OVERSTRIDE).

3. utilize HIGH cadence 170bpm-180bpm.

4. slight forward lean to help achieve all of the above.

If you focus on avoiding the dreaded heel strike or "overstride," you will find yourself closer to the solution! Take it slow, and start from the beginning, then build up gradually. Running is intended to be enjoyed as a gradual progression into your fitness. ...and remember... simple doesn't always mean easy.