From the looks of them, they are trying to compete with the Nike Metcons, Reebok Lifters, Speeds, etc.... The Crossfit style lifting/cross training shoes. The problem is that market is oversaturated with brands that have been in that market for years. No one is looking for Otomixes.
I always wondered how Otomix does as a company, I've been around 1000's of gym goers over the years, and I've only seen a handful of people not connected with the industry wear them. That's on the East Coast, perhaps they are big on the West Coast or in some far off land where pro-tan and thongs reign supreme.
