Atreyu are a direct to the consumer low cost performance running shoes company based in Austin, Texas founded by Michael Krajicek. They launched in 2020, starting out selling their running shoes with a unique subscription option. Initially, if you committed to buy a new shoe every 1 to 3 months on the subscription service, the price for the shoe was less. They no longer use the subscription model. The shoes are only currently available via the Atreyu website and not from other retailers. The running shoes from Atreyu are lightweight and simple with minimal design features.