A man claiming to have literally reinvented the wheel has raised more than $25,000 in funding.
And oddly enough, inventor David Patrick claims that his inspiration "came from a cube".
Known as the "SharkWheel", Patrick's invention is essentially a rolled up helix shape, which he first came up with when connecting modular tubes into a perfect square - and noticing that they rolled comfortably on the ground.
By taking the same essential idea, layering it into a thicker wheel shape and building a prototype for skateboards, he found a shape that he claims is faster, more stable and provides more grip than a normal wheel.
They're currently designed specifically for skateboards, but with the right backing it's possible they could end up on any vehicle you could name.
Patrick says the wheels have less points of contact that a normal wheel, and roll with less resistance. But they also have more control over grip and sliding, can roll over varying terrain (including sandy paths) and are better in the rain.
The project launched this week on Kickstarter, looking for $10,000 in funding - and has already more than doubled that total. Early backers are being offered sets of the wheels along with T-shirts and even a complete skateboard for $265.
Speaking to the Atlantic, he said the wheels "feel perfectly circular when you're riding, but look like a square from the side when in motion".
So that clears that up.
Customers, however, appear impressed.
"I don't even understand how these wheels are possible," said one early adopter, according to a testimonial. "From just looking at them you would think they couldn't possibly ride the way they do. They feel so smooth it is like a magic trick or something!"
HuffPost Tech Guides: Reviews, Pictures, Videos, Advice
While it's rather more fiddly than the Nike Fuelband, the UP gives you more control over your data, is a lighter and arguably more attractive device to wear on your wrist and is complemented by 10-day battery and an excellent app which links into several external services to share data on iOS. <a href="http://www.huffingtonpost.co.uk/2013/04/23/jawbone-up-uk-review-can-_n_3139321.html" target="_blank">It's not infallible, but it's an good option if you want to track your activity easily and effectively</a>.
Fitbit One Review
The Fitbit One clips to your clothes to measure the steps you take, stairs you climb, and the quality of your sleep. We prefer it to the wristband version, which lacks altitude tracking.
Nike Fuelband SE
The Nike Fuelband is one of the most attractive and intuitive fitness trackers on the market - and the new SE edition is the best one yet, adding Bluetooth LE for constant syncing with your iPhone, 'Session' markers and limited sleep tracking. It's not a complex gadget, and it's hurt by the lack of Android compatibility. <a href="http://www.huffingtonpost.co.uk/2012/06/20/nike-fuel-band-review-the_n_1612388.html" target="_blank">But it works, is stylish and has earned a legion of fans.</a>
Bose SIE2i Sports Headphones
<a href="http://www.amazon.co.uk/Bose-SIE2i-Sport-Headphone-Green/dp/B00CM6J6JQ/ref=sr_1_cc_3?s=aps&ie=UTF8&qid=1369748927&sr=1-3-catcorr&keywords=Bose+SIE2i+Sports+Headphones&tag=hptech-21" target="_blank">For £129.95 you might expect that these Bose headphones</a> would be Bluetooth enabled. Sadly, they're not - but they are totally water resistant, secure in the ear and have fantastic sound quality. They also come with in-line controls and a microphone designed for the iPhone, and a fitness armband to hold your music player safe when you work out.
iPod Nano 7th Generation
Apple's latest music player is small, thin, light, has a two-inch screen and is Bluetooth enabled. For our money it's still the best all-around music player if you're mainly using it for exercise - though we do miss the wearability of the 'mini wristwatch' style 6th generation.
FINIS SwiMP3 Waterproof Headphones
<a href="http://www.amazon.co.uk/FINIS-SwiMP3-2G-X18-Firmware/dp/B00822529W/ref=sr_1_cc_1?s=aps&ie=UTF8&qid=1369748846&sr=1-1-catcorr&keywords=neptune+headphones&tag=hptech-21" target="_blank">The FINIS SwiMP3 headphones (£93)</a> are a stunning bit of kit which transmit music through your cheekbones via induction. It's one of the only pair of headphones you can wear in the pool, and if you're spending a lot of time underwater and need an Andrew WK boost on your 50th lap, it might make the difference. (£93)
Withings Smart Body Scale
If you want to get fitter, it's worth knowing the state of play before you start - and during your programme. The <a href="http://www.amazon.co.uk/Withings-Black-Wifi-Body-Scale/dp/B002JE2PSA/ref=sr_1_cc_2?s=aps&ie=UTF8&qid=1369748900&sr=1-2-catcorr&keywords=withings+smart+body+monitor&tag=hptech-21" target="_blank">Withings Smart Body Scale</a> will give you that. It's able to accurately track your weight, body fat and various other stats, and sync them to your phone so you can easily monitor progress over time. They're pricey - but they might make the difference.
Many shoe companies boast about the energy-saving, world-changing, etc etc tech of their trainers. The Adidas Boost are the only pair in recent memory that we've been genuinely convinced by. Stunningly 'bouncey' (there's no other way for it), they return more energy to your legs as you run, conserving energy and give you a literal boost to make it that extra mile. Check they're suited for your gait through - they aren't great for those who need a little extra support.
GoPro HERO 3
Alongside being one of the most flexible, durable and tiniest sports cameras on the market, the <a href="http://www.amazon.co.uk/GoPro-Hero-Edition-Camcorder-Black/dp/B009TCD8V8/ref=sr_1_1?ie=UTF8&qid=1369748816&sr=8-1&keywords=gopro+hero+3&tag=hptech-21" target="_blank">GoPro Hero 3 Black action camera (£349)</a> can record in up to 4K resolution. If you're getting fit on a bike, on skis, in the sea, on a board - or doing anything else which conceivably might be of interest to the outside world - you should get one.