MINNEAPOLIS, Dec. 5, 2017 /PRNewswire/ -- A last name. An arch rival. College pride. A personal goal. These are the words and mantras that motivate athletes to keep pushing, keep training, keep winning. And now, if start-up track and field company Velaasa reaches its Kickstarter goal, athletes will carry those words on the wood heel of the company's first Olympic weightlifting shoe, the Strake.