We have finally cracked the code on the world’s first stylish athletic shoes with science, and health in mind. We are the DIFFERENCE! Our patented Heelless Technology is a ground breaking innovation that has revolutionize everything you thought you knew about the running, walking and standing industry. Here is the problem: Studies have shown that 85% of all runner’s land on their heels first with each stride, and when we walk; we generally strike the heel first as well. But that means the arches and surrounding muscles of the feet and legs are left idle, not used like they were intended to resist and spread out the impact of shock. So, as these mini-traumatic events happen, shock energy from 2 to 3 times our weight hitting the ground ripples up throughout the skeletal chain and muscles of the body. Conventional shoes fight against the natural elegance and strength of our feet and legs. They mechanically force us to land on our heels and bypass the extraordinary machinery we are born with. It can cause injury and certainly aggravate or worsen pain and discomfort. Millions deal with this problem resulting in lower back pain, sore hips, knees, ankles and even flatfeet (functional). Here’s what the DIFFERENCE means: First, with no heel built in, the mechanics of each step is corrected putting your body in proper alignment and balance. You automatically shift your center of gravity forward, the arches and surrounding muscles are activated as designed. and the effects of impact shock is dispersing through the body’s natural absorbing mechanisms as intended. Quality of every-day life goes up and the technology is perfect for people who just like being active, or want to become active. From elite athletes in the NBA to weekend warriors to that dedicated nurse working 12 hour shift, It is time people experienced this technology of the DIFFERENCE. We are on a mission to help others avoid injuries and improve performance through research and innovation.