inov-8
inov-8 is a British performance brand founded in 2003 by Wayne Edy in the Lake District. It makes footwear, clothing and equipment for trail runners, fitness athletes and hikers and is known for graphene-enhanced shoes.
| Founded | 2003 |
|---|---|
| Founder | Wayne Edy |
| Origin | Lake District, United Kingdom |
| Technology | Graphene-enhanced rubber |
| Markets | 60+ countries |
| Website | inov-8.com |
What is inov-8?
inov-8 is a British sports brand founded in 2003 by Zimbabwe-born Wayne Edy. The brand was forged in the fells of the Lake District and designs products for off-road running and training.
History
The first major inov-8 shoe was the MUDROC 290. The company was later owned by the Japanese sportswear group Descente, and in 2020 Wayne Edy bought the business back. In 2016 inov-8 began working with The University of Manchester to develop graphene technology for footwear, and in 2021 it introduced the graphene-enhanced G-FLY running shoe.
Products and positioning
inov-8 makes footwear, clothing and equipment for:
- Trail and off-road running
- Fitness and cross training
- Fast hiking
Its Graphene-Grip rubber is used across trail running, fitness and hiking models. The brand says it was the first to use graphene in sports shoes, and the technology is patent-pending.
Distribution
inov-8 trades in more than 60 countries through specialist retailers and its own online store.
Why it matters
inov-8 is a clear example of a specialist brand competing with larger sportswear groups through material innovation and a tightly defined community of athletes.
Frequently asked questions
Who founded inov-8?
inov-8 was founded in 2003 by Wayne Edy, who bought the company back from Descente in 2020.
Where is inov-8 from?
inov-8 is a British brand that was forged in the Lake District in England.