In my experience, they got big by successfully partnering with Ironman - around 2013-14, they started leading Kona shoe counts. Suddenly everyone went from ridi

In my experience, they got big by successfully partnering with Ironman - around 2013-14, they started leading Kona shoe counts. Suddenly everyone went from ridiculing "moonshoes" to actually wearing them as daily trainers and oftentimes racers too. Nike had their chance when they came out with Vaporflys in 2018 and had every big time marathoner destroy decade old records but the tech they had (foam and carbon plates) quickly got commoditized.