Following up its 2010 win for ‘New Brand’, On has scored another award triumph at ISPO – this time for Best Performance Shoe for its Cloudracer shoe.
On Shoes, which is aiming for a more substantial slice of the UK market, won praise for its ‘soft landing, powerful take-off’ design. Featuring a lightweight skeleton, the On Cloudracer is a recovery ‘off-the-bike’ shoe.
The young brand, already a fixture in the triathlon market, was developed by former Swiss pro-triathlete Oliver Bernhard – six-time Ironman champ and three-time Duathlon World champ – the brand has recently been signed up as ‘off-the-bike shoes’ for Team IG Sigma Sport.
According to the brand, the shoe’s cushioning properties are only activated when needed. After cushioning the landing, the elements work by locking together, providing the wearer with a firm push off and a similar momentum to natural running. The shoes absorb both the horizontal and vertical impacts of the foot strike.
In the tri market On sponsors team TBB, the world’s ‘top triathlon team’, led by Brett Sutton.
In the last three years, On has grown to become stocked in 700 sports stores across 18 countries. The UK distributor is Fit Brands.