Soap was the brand name of shoes made for grinding, similar to aggressive inline skating. They were introduced by Chris Morris of Artemis Innovations Inc. with the brand name "Soap" in 1996. They have a plastic concavity in the sole, which allows the wearer to grind on objects such as pipes, handrails and stone ledges. The company and its product rapidly gained popularity through fan sites, a video game and live demonstrations. Soap fell to legal vulnerabilities and was sold twice, eventually bringing the brand to Heeling Sports Limited.