Altra running shoes

The Altra is a very young running shoe company, officially founded in 2011. They have two "trademarks, one that they only make zero drop shoes, the other that the soles of their running shoes follow the pattern of the human foot.
In 2023, they released their first low drop running shoe, the AltraFWD Experience, with the goal of getting runners used to lower drop so they can easily switch to zero drop from there.
We've already written about the essence and impact of drop, and to understand the philosophy of Altra running shoe manufacturing duo Golden Harper and Brian Beckstead, you need to understand drop.
In short, they wanted to make a neutral running shoe that didn't affect your running in any way, that gave you a completely natural running motion. As they put it, they wanted a running shoe that didn't "interfere" with their running.
They experimented, they tried, and they came to the conclusion that only a zero drop shoe could give back that kind of freedom, which is why all Altra running shoes have a drop of 0.
As they put it, Altra Running came up with an innovative approach to running shoes... And what that means specifically is that when they tried it, they cut the heels off their running shoes to make them into zero-drop shoes and measured the effect on themselves. To do this, they also used a hot sandwich oven from Golden Harper's base lake.
Another innovation is the sole shape of the shoe, of which 3 types are distinguished and the Altra running shoes are designed accordingly.
Today they have nearly 20 different types of running shoes and their success and popularity is unbroken.