New video marks 10th anniversary of Inov-8


Hear what founder Wayne Edy has to say about the success of his running shoe brand Inov-8

The popular running shoe brand Inov-8 is rounding off its 10th anniversary celebrations with the launch of a new video, which plots the company’s meteoric rise.

It was in 2003 in the UK that the business was founded. The brainchild of Wayne Edy, a former consultant in the outdoor industry, it was his way of introducing a new off-road running shoe to the marketplace.

I can remember back then that Wayne himself approached me while I was working on The Herald newspaper. At the time I was editor of the Saturday magazine, Weekend Living, and was happy to write an article about this interesting man and his innovative running shoe.

The first Inov-8 shoes were the Mudroc and it’s a shoe that – several pairs later! – I still wear today. More recently, we have reviewed the Inov-8 Roclite, which is another version of Inov-8’s off-road range.

The Inov-8 video tells the story of how Wayne, initially operating out of a coach house in his garden and then an old church hall, both in north-east of England, launched his first shoe. It was aimed at fell and mountain runners, weighed just 290g and delivered great 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 a hit – and the rest, as they say, is history.

The rise and rise of Inov-8 footwear

Since the early days, Inov-8’s stripped-back and minimal range has gone from strength to strength, with athletes across the world discovering the brand’s shoes, apparel and accessories.

Today it trades in 60 countries and boasts more than 80 shoes from road to off-road.

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.”

Watch the video:

See the website at

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