I keep seeing a running shoe brand every time I go hiking last couple of months. Today, I purchased my first pair of it. Then I did a research they have been making a shoe since 2010 with their unique touch. Lastly, they own 6.6% running shoe market in U.S (huge market share in Switzerland-40%). Either that reason or something else, they stuck in my head without seeing a single tv or online ads. Kudos them!