Inov8 is a British company that designs and manufactures shoes, clothing, and accessories for the sports and outdoor markets. The company was founded in 2004 and is based in Edinburgh, Scotland. In the brand's early years, the company focused on producing shoes for running and other sports. Their line of trail shoes became a best-seller in the United Kingdom, but did not reach the same success in America until 2010. The company also developed products for cyclists, hikers, and other outdoor sports enthusiasts. Inov-8 is a British company that designs and manufactures shoes, clothing, and accessories for the sports and outdoor markets. They are committed to making the best possible products by using innovative materials and technologies to increase performance and comfort of their shoes, clothes, and accessories. They are rooted in Scottish culture, which drives their passion for innovation. This includes their choice of materials: everything is made with an eye towards function and performance at every level of their products. Their commitment to innovation is also evident in their corporate culture: they have a "do what you love" motto as well as "no shoes left behind" because they believe every shopper deserves to have a quality product they can enjoy wearing.