One of the consequences of the Hopf invariant one problem is that $\mathbb{R}^n$ is a division algebra only for $n=1,2,4,8$. A division algebra structure $\odot$ on $\mathbb{R}^n$ need not play nicely with the norm: we could have $|x \odot y| \neq |x| |y|$. However, in the proofs I've read (for instance in Hatcher's notes), it seems to be taken for granted that the division algebra plays nicely with the norm.
Is there a way to lose this assumption?