On is a young Swiss Zurich-based sports company with a simple mission. The team of sports scientists and running enthusiasts around world-class athlete Olivier Bernhard (triple world champion and six-times Ironman winner) strives to elevate running to a sport that's not just healthy but fun, too. The On sole features a number of three-dimensional elements or "Clouds" made of highly flexible tubular pieces of rubber. With this radically new design, the sole absorbs both vertical and horizontal forces to ensure a soft landing. Once the foot is on the ground, the Clouds lock firm, providing a solid foundation for a powerful push-off. The On shoe thus combines what conventional running shoes have so far failed to unite: a cushioned landing and a barefoot takeoff. Read more on www.on-running.com