Look like spiked up trainers to me. The customisation is quite cool and the suggestion of pink shoes does appeal.
Edit, upon reading their blurb, it seems a more streamlined version of spiked up trainers is exactly what they are going for.
They offer a 6 month warranty, which is the absolute minimum required by law I believe, doesn't inspire too much confidence.
All I can think of is the 'Wilson' brand when I look at them.
Can't look beyond Nike if I am honest, Asics and Adidas are very nice too. New Balance match W3 in terms of price, but as no-one at NB wants to reply to emails or help me on the phone in terms of telling me when our stock will turn up, I am starting to wonder if we should even bother (Not so subtle message to any NB staff on the forum to pull your bloody fingers out)