“The alternating pattern equates to increased control — the width is increased, but the friction is decreased,” explains the startup’s Kickstarter page. “The sine wave design provides three lips per wheel for superior lateral grip. A traditional wheel only has one.”
Created by Zack Fleishman, Shark Wheels — named because they resemble a shark’s jaw — also help skaters avoid debris, a common nuisance for beachfront skaters of Southern California.
So, if you'd rather bypass the hype, and get to the science that proves most of the claims are just hype to get more free publicity, then read http://physicsbuzz.physicscentral.com/2013/06/reinventing-wheel.html and it doesn't take long to see that if any skateboard tire were just groved, all the same claims would apply. This company happened to make a different looking wheel, and that is about all they actually accomplished