helical wheels... made of three-dimensional sine waves, increases traction, decreases rolling resistance... well, that is the pseudoscience claims of the manufacturer

Unlike traditional wheels, this design creates a thinner contact patch with the pavement, providing less rolling resistance and faster ride.

“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.

http://www.seeker.com/the-wheel-has-been-reinvented-as-a-cube-1767588672.html

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