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On Running 2011

Published by
ddetorres   on Mar 23 2011, 12:27 PM

On Shot

Media Information ispo 2011

Contents Page

On cloud nine: the shoe that is out-running conventional wisdom 2-4 The key benefits of On’s patented CloudTecTM technology 5 On’s product news 6-8

Partner of the world’s best running stores – more than 200 doors

About On

On Inc. is a young Swiss sports company based in Zurich, Switzerland. On has won the renowned ISPO BrandNew Award 2010, in which more than 300 international sports brands took part. On was founded by three friends and athletes: David Allemann, Olivier Bernhard (3-times world cham- pion and 6-times Ironman winner) and Caspar Coppetti.

On cloud nine: The shoe that is out-running conventional wisdom

With support from top-flight athletes and coaches, the On running shoe is set to take the industry by storm.

Running is big business. Sportswear brands invest billions of dollars on the quest to develop the perfect running shoe. Despite this, styles and overall technology design of today’s running shoes are broadly similar to those of a decade ago. Moreover, incidents of injuries remain high: it’s esti- mated that more than 60 percent of all runners suffer at least one injury per year.

But now an innovative new shoe looks set to give the conventional running shoe design a run for its money. Built on patented CloudTecTM elements, the On shoe claims not only to protect the body against the stresses of running, but also to activate your body and “put the fun back” into the expe- rience. And with world-class athletes and coaches raving about the On’s training and performance benefits, it has all the makings of a running revolution.

Why the On is different

On’s edge over traditional running shoes can be explained by simple physics: Running exposes our feet to both vertical and horizontal forces. Traditional running shoes only absorb the vertical impact (typically by compressing some form of rubber or air pad), but leave the athlete exposed to the horizontal – or forward-pushing – impact, causing increased muscular breakdown and associ- ated injuries. The On’s CloudTecTM system absorbs both vertical and horizontal forces by a radical new design: three-dimensional elements made of highly flexible circular pieces of rubber.

During the foot strike phase, these 3D elements fold back and cushion the landing by allowing the foot to softly glide into the step. Put in physics terms: The On is using travel (or “way”) to slow down the impact shock. Once on the ground, the elements become interlocked, providing a solid surface and stability for the push-off phase. So while traditional running shoes are either soft and slow or fast and hard, the On is soft and fast.

The 3D flexibility has another positive effect on the runner’s body: the postural muscles – which can become lazy and can degenerate when runners wear over-supportive running shoes – are actually activated and strengthened by the flexibility of the system.

World-class genesis

The driving force behind this innovation was six-time Ironman Winner and World Champion duath- lete Olivier Bernhard. Bernhard, who was recovering from injury, wanted to find a shoe that would protect his body from the impact of long-distance running – without compromising on speed. His sponsors were all focused on cushioned running shoes for the mass market, and could not deliver his vision. So he worked with a Swiss engineer to develop and perfect a technology, which would match his professional needs.

Bernhard ran thousands of miles in prototypes before giving the final design the ultimate seal of approval: he started the company On to bring the new technology to market – initially selling 2,000 pairs himself out of the back of his car. And very soon it became clear that the On shoe had a wid- er appeal than just professionals like Bernhard. It answered every runner’s dream: pain and injury- free running that does not impede performance.

“I was very excited by the On shoe, as I felt that it delivered all of the things that were missing in the market,” explains Bernhard. “It allows you to land softly and to push-off hard – so you can go very fast and very long.” Before the On, soft shoes equaled poor performance. The excellent cush- ioning also allowed Bernhard to build his shoe in line with the latest research on the movement of the foot: the On features an extremely flexible sole and a low heel. The result is almost a ‘rolling’ experience that gives you extra forward momentum for a faster run. “And, over time, your foot muscles are trained to get better by themselves, rather than depending on cushioning and support. It’s not the shoes that lift you, it is you,” says Bernhard. 

Bernhard is not alone in his enthusiasm for the On. On beat 300 other international brands to win the ispo BrandNew 2010 award for innovation in sports. Furthermore, the shoe is currently under- going tests at the prestigious Swiss Federal Institute for Technology, and early indications are that running in the On can both lower heart rate and deepen breathing; it’s believed that by encouraging the runner to move in a more efficient way, less stress is placed on the body. This in turn helps lower the heart rate.

Top-flight fan base

The release of the On comes amid wide-ranging debate in the running community over the benefits of “barefoot” running versus the traditional, supportive shoe. Proponents of barefoot running – wearing minimal running shoes, more akin to gloves – say it causes you to strike the ground with the mid or forefoot, and learn a gentler, more efficient, running style. But with scientists acknowl- edging that there are trade-offs with both, many experts agree that the On provides an effective solution.

World-renowned sports physiotherapist, Gerard Hartmann, whose patients include Paula Radcliffe and Jamaican sprinter Usain Bolt, was one of the first supporters of the CloudTecTM technology, stating that it will “revolutionize the running shoe industry”.

Meanwhile, the On is making a big impact among professional athletes. Kenyan former marathon world record holder Tegla Loroupe has selected the On as her running shoe of choice. She was given a prototype pair while recovering from injury and has not looked back since.

“The On is the fastest shoe I have ever tried,” she said after completing the 2010 London Marathon in a pair. “Its 3D cushioning turns long runs into short ones.”

The On is also praised by elite triathlete and coach, Rick Kiddle, who has extensively trialed the shoes and says they are among the best he has ever run in.

“The clever design features fall in line with exactly my philosophy of how I want my athletes to run. The On promotes forefoot striking, taking the impact away from the knee – which, from experience, is how we should be hitting the ground to prevent impact problems in the longer term. I also find the shoes comfortable and reliable whether on short or long runs,” he says.

A quick look at the On’s Facebook page (facebook.com/onrunning) tells you that this is an experi- ence shared by amateurs and professionals alike. Feedback includes that running in the shoe “feels like running on clouds” and “puts the fun back into running”. Meanwhile magazines such as Men’s Health and Runner’s World have praised the shoe’s performance and gentleness on the joints.

It’s little wonder then that the shoes’ launch in many parts of the world has been a storming suc- cess. The US launch saw Footlocker’s New York RUN store sell out of Ons in the first week. Meanwhile a retailer in Zurich sold out of his initial stock on the first day – and personally drove a full hour to the warehouse to collect 80 more before the launch week was out. Since shipping the first shoes at the end of June, On has recruited over 200 specialty running stores in more than 14 countries.

Bernhard sums the phenomena up when he says: “The difference is, we are not selling a shoe. We are selling a sensation. Runners try it, it works, and then they tell their friends.”

With a sleek, understated design, the shoes are likely to appeal to a wider market than just elite runners and triathletes. New lines will target different weights and running styles of people.

Bernhard has founded and is building On together with David Allemann and Caspar Coppetti. The two seasoned marketing executives and ex-McKinsey consultants are characteristically humble about the threat they could present to the likes of NIKE.

“We didn’t set out to take on the industry. We just felt that the technology could benefit a lot of ath- letes and runners,” explains Coppetti. “Plus, it’s unique to have a technology that everyone can see, touch and feel the difference instantly.”

But whether they intended it or not, it looks like the On is set to challenge conventional wisdom about all that a running shoe can be.

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The key benefits of On’s patented CloudTecTM technology

Key benefits On makes you run light, fast, and pain free. On is the first running shoe with 3D cushioning. On enables you to stabilize and control your foot strike naturally.

CloudTecTM explained

1. The On is the first running shoe with 3D cushioning, absorbing not only the vertical impact, but also the horizontal shock from the forward movement – the so called shearing forces which cause muscle cell destruction and pain in ligaments and joints.

2. The On makes you run light and fast, and pain free. When running, you want to land soft and push off hard. The CloudTec elements allow your foot to travel softly into your landing. Once locked, the Clouds are completely firm for a powerful push-off. This is possible to the fact that the On uses travel (distance) to slow down impact forces rather than just compressing rubber or air like other cushioning systems.

3. The On is the new approach to motion control: By activating your muscles, the On ena- bles you to stabilize and control your foot strike naturally – without artifical support.

4. The On fosters an efficient running style, allowing the runner to land more forward on his or her foot as well as to adopt a centered and energized running position. The Integrated Transition Bridge flexes over the whole length of the shoe, making it the best rolling shoe on the market. Combined with your Cloud-activated muscles, this results in a shorter ground contact time.

5. On’s intelligent cushioning allows for a minimalistic, lightweight construction in line with the latest research on the natural movement of the foot, i.e. a low heel-to-toe ratio, being close to the ground, and very good torsional flex in the mid-foot.

On extends its range to three models for 2011

Running on clouds becomes even more exciting with the Cloudsurfer, the new Cloudrunner and the Cloudsurfer for female athletes.

On CloudrunnerCloud Runner

Concrete made easy. The Cloudrunner features On’s patented CloudTecTM 3D cushioning system that absorbs both vertical and horizontal forces. Heavy impact is transformed into a light, natural run that stimulates your postural muscles. Run on clouds.

The Cloudrunner is designed for high-impact runs, long training sessions and endurance runs. An enforced CloudTecTM system enables excellent stress absorption, efficient energy transfer and fast recovery.

Upper 3D air-mesh enables optimal air-intake and cooling Liner mesh with smart foam adapts to foot for high comfort Heel strap in nylon webbing with reflective accent provides easy entry Reflective heel-cap ensures night visibility Perforated Nubuck PU gives resistance and stability Diagonal upper-enforcement supports natural stride Alternative lace allows for color-customization

Midsole High-grade EVA provides optimal comfort for footbed and superior impact-absorption Integrated Transition Bridge (ITB) supports natural gait with the right amount of flex and an

enforced heel support “Flight-Control-Pad” on insole stimulates foot proprioception for quicker reflexes

Outsole 13 CloudTecTM elements provide 3D cushioning and interlock for a firm push-off CloudTecTM rubber compound features high durability- and rebound-charcteristics Diamond-Slip-Pattern provides grip on and off the road

Available colors/sizes Ultramarin/Cyan Men’s sizes only

On CloudsurferCloud Surfer

Fast feels good. The Cloudsurfer challenges you to go faster. Equipped with On’s patented CloudTecTM 3D cushioning system, the Cloudsurfer remains light, agile and transfers energy into forward momentum. Run light and fast.

The Cloudsurfer is made to perform in training runs as well as in competitions. The CloudTecTM system is engineered to provide the best of both worlds: cushioning on impact and speed on push- off.

Upper 3D air-mesh enables optimal air-intake and cooling Liner mesh with smart foam adapts to foot for high comfort Heel strap in nylon webbing with reflective accent provides easy entry Reflective heel-cap ensures night visibility Perforated Nubuck PU gives resistance and stability Alternative lace allows for color-customization

Midsole Pressed EVA provides optimal comfort for footbed Integrated Transition Bridge (ITB) supports natural gait with the right amount of flex “Flight-Control-Pad” on insole stimulates foot proprioception for quicker reflexes

Outsole 13 CloudTecTM elements provide 3D cushioning and interlock for a firm push-off CloudTecTM rubber compound features high durability- and rebound-charcteristics Diamond-Slip-Pattern provides grip on and off the road

Available colors Black/Lime Silver-grey/Azure 

On Women’s CloudsurferCloud Surfer Womens

Fast feels good and looks even better for female athletes. The Women’s Cloudsurfer challenges you to go faster. Equipped with On’s patented CloudTecTM 3D cushioning system, the Cloudsurfer remains light, agile and transfers energy into forward momentum. Run light and fast. The women’s model provides the right fit for the female foot and adapts to a lighter impact. 13 CloudTecTM elements balance each step, stimulate your muscles and tone your body.

The Cloudsurfer is made to perform in training runs as well as in competitions. The CloudTecTM system is engineered to provide the best of both worlds: cushioning on impact and speed on push- off.

Upper 3D air-mesh enables optimal air-intake and cooling Liner mesh with smart foam adapts to foot for high comfort Heel strap in nylon webbing with reflective accent provides easy entry Reflective heel-cap ensures night visibility Perforated Nubuck PU gives resistance and stability Alternative lace allows for color-customization

Midsole Pressed EVA provides optimal comfort for footbed Integrated Transition Bridge (ITB) supports natural gait with the right amount of flex “Flight-Control-Pad” on insole stimulates foot proprioception for quicker reflexes

Outsole 13 CloudTecTM elements provide 3D cushioning and interlock for a firm push-off CloudTecTM rubber compound features high durability- and rebound-charcteristics Diamond-Slip-Pattern provides grip on and off the road

Available colors Rosé/Pink Black/Lime Silver-grey/Azure 

Partner of the World’s Best Running Stores

On is available at more than 200 of the best specialist running stores and selected premium sports stores. Featured key partners per country are listed below.

Australia

Northside Runners, Sydney Performance Sport by Rebel Sport The Running Company, Bondi Beach

Germany

Frankfurter Laufshop (LEX), Frankfurt Lang-Lauf (LEX), Seeheim Lunge Laufladen (LEX), Hamburg Heart and Sole, Stuttgart (2 locations) Sport Scheck, several locations

England

Running Shoes London, London Alton Sports, Alton and Farnham Northern Runner, Newcastle

France

Planet Jogging, Paris Passion Running, Boulogne Billancourt Le Vieux Campeur, Paris Endurance Shop, Le Havre

Netherlands

Run2Day, 7 locations Runners World, 5 locations Ron for Run, Maastricht Sporthuis Visser, Egmond aan Zee

Scandinavia

Löplabbet (several locations) Intersport Spezialists (several locations)

Switzerland

Jäckly + Seitz, St. Gallen Och Sport, Zürich Running Planet, Montreux Tempo Sport, Thalwil Wirth Sport, Luzern

USA

1st Place Sports, Lakeland Fitniche, Clearwater (several locations) Footlocker Run, New York City and 50 more locations starting March 2011 Ironman 360, Tampa

More about On

Media contact:

David Allemann Co-Founder & CEO david@on-running.com Mobile +41 79 570 80 70

Download as of February 7th:

http://www.on-running.com/index.php/media.html incl. high-resolution photography and company logo

Visit us at ispo 2011: Hall C2, Booth BN04 (BrandNew Village)

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3 comment(s)  
Adam450

ddetorres, on , said:

I own a pair and think they are super comfortable to wear around. I had them on during the Jimmy Carnes invitational and felt amazing after hours of being on my feet. I have also worn them to run and they definitely are different from anything I've ever worn. I used them for bridge repeats and could feel muscles that I have never used before being engaged.


Theses shoes are terrible. I've recently switched to a natural running style shoe. IMHO the elevated heel and extra cushioning in these lead to severe injury.
ddetorres
I own a pair and think they are super comfortable to wear around. I had them on during the Jimmy Carnes invitational and felt amazing after hours of being on my feet. I have also worn them to run and they definitely are different from anything I've ever worn. I used them for bridge repeats and could feel muscles that I have never used before being engaged.
DrBob
Does anyone have these and care to comment on how they perform?
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