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 estimated
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
CloudTec™ 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 experience. 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 associated injuries. The On’s CloudTec™ 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
I know there is so much controversy between chiropractic and medical care, but if it were not for chiropractic I would still be in pain. A car accident left me with constant lower back pain. I tried everything from painkillers to preparing to have surgery. I heard stories from my friends who had surgery and to this day wish they never had it. So I decided to go to a chiropractor before the surgery and I am so thankful that I did. My back pains are gone and I am living my life to the fullest and pain free. 
Jeffrey Harris
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