Altra Zero Drop footwear commercial

[PKFFW]

And you really believed it? Zero-drop shoes that don't encourage a heel-strike have been available during the past 50+ years (and ubiquitous during the past 30), in the form of classic Vans, Chucks, etc. The only big reason I can think of to buy the Instinct or Lone Peak instead of classic Vans is the better toebox shape and the detrimental issue canvas has with drying time.

I guess I believe it to the extent that I believe the founder of the company over an outsider making claims about why the company was started based on something they read on a blog.

And there is a difference between a zero drop shoe that is crappy for running and a quality zero drop shoe designed specifically for running. The latter is what Altra claims to have focused on from its start.