It's on for On Running
Breaking into the running market with a new brand of shoe in this day and age is a hard act to pull off. On Running aim to do just that with an innovative look and high-profile athlete advocation. They recently debuted in the UK at London’s Running Show...
Full On Running release
The opportunity to test-drive the innovative new On running shoe saw its stand become extremely busy at the Running Show (Olympia, 27-28 November). New runners to seasoned competitors experienced the running sensation provided by the shoe’s unique CloudTec 3D cushioning: a sensation compared to “running on clouds”, due to the innovative design which protects the body against the stresses of running while also helping to enhance performance.
“We were delighted by the response to the shoe, which is very positive across the spectrum, from elite athletes to club and recreational runners. We also had a great response from the media,” says Rick Kiddle, former British triathlon champion and elite coach.
“People clearly embrace design that breaks from convention in search of a better running shoe that can help prevent injury. Everyone who tried the On was very impressed and commented on the shoe’s unique feel. We also had many questions about how the technology works to create the lighter, more enjoyable running experience.”
The On differs from traditional cushioning by absorbing both the vertical and horizontal forces that stress a runner’s body so reducing impact on muscles and joints by up to 30 percent. As the foot hits the ground with forward momentum, the 13 cloud elements fold back to allow the foot to glide to a softer halt, as if on sand. After impact, small teeth on the interior surface lock together.
This provides an optimal push-off, as if on concrete. Also, the On shoe’s flexible sole and low heel activate the postural muscles – which can degenerate due to overdependence on control aides in traditional running shoes – providing the cushioning needed to run fast and long, while allowing the foot’s muscles to improve by themselves. Explaining why she has selected the On as her shoe of choice, Kenyan running legend Tegla Loroupe says that the 3D design: “Turns long runs into short ones.”
The positive response to the On’s UK debut follows on from the shoe being awarded the Brand New Award at ISPO 2010 – the largest start-up competition in the sporting goods industry. It also adds to the global wave of support building for the shoe from professional athletes, coaches and amateur runners following phenomenally successful launches in the US, Australia and elsewhere in Europe.
The On team is now gearing up to prepare for TCR and marathon season in 2011. The shoe is available for sale from Running Shoes London, the city’s largest specialist running retailer.
