Zoot was the first company to make a triathlon-specific shoe. Unlike many big brands, Zoot chose to focus on the four main issues facing triathletes. We made a video. We made a website. And, we made ads that repeatedly spoke to these four product solutions. Repetition proved successful as every triathlon footwear company as well as several larger running shoe companies took notice and systematically started to build “triathlon specific footwear”. It’s good to be first.