In a heel strike, shock and ground reaction force are transferred from the heel to the knee joint, then to the hip joint, spine and finally to the neck. The knee joint absorbs most of the shock. Research has found that the heel cushion of a shoe cannot absorb accumulated shock for long time in a heel strike. Therefore, the knee joint and other joints are at higher risk of sport injury in shod running.
Another interesting brand promoting shoes for minimalism running......2 interesting models for Mens and Womens
The Adam (for men)
& The Eve (the ladies)
Learn how to run through their LTR Initiative website