On Inc. is a new, rapidly growing sports company based in Zurich, Switzerland. On running shoes are intended for marathoners, triathletes and casual runners whowant to run light and fast. One year after the shoe’s launch, On is now available at more than 50 leading U.S. specialty running stores and 100 select Foot Locker locations.

The company was founded by Olivier Bernhard. Bernhard’s spectacular 10-year career was highlighted by six Ironman wins, three duathlon World-Champion titles and posting the third-fastest Hawaii Ironman time ever(2:41). But like many runners, pain in his Achilles tendons forced him into retirement. Several years after leaving competitive racing, Bernhard developed a first prototype of On with Swiss engineers and knew his destiny was to develop the shoe and bring true scientific innovation to running.

The Science Behind On

On’s edge over traditional running shoes is simple physics: Running exposes the foot to both vertical and horizontal forces. Traditional running shoes only absorb the vertical impact (typically by compressing some form of rubber, gel or air pad), but leave the athlete exposed to the horizontal – or forward-pushing – impact. This increases the risk of muscular breakdown and associated injuries. On’s CloudTec™ system absorbs both vertical and horizontal forces by a radical new design: three-dimensional (3D) elements in the outsole made of 13 highly flexible rubber elements that On calls “clouds”.

During the foot strike phase, the cloud elements fold backand cushion the landing by allowing the foot to softly glide into the step. Put in technical terms: 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, On running shoes are soft and fast.

A study by the Swiss Federal Lab of Technology in Zurich concluded that runners experienced anaverage drop in their heart rates by 2 beats per minute when measured against their heart rate while running in their favorite running shoe. Some athletes saved up to 10 beats per minute. The data also revealed the average lactate acid concentration in their blood was reduced 5.4%. At first glance that may not seem like huge improvement, but at a 3-hour marathon pace a runner’s time could be reduced up to nine-minutes. For a complete copy of the study, visit www.on-running.com/research.

As for everything, it’s better to take these claims with a grain of salt – but the premises sound interesting. We will be reviewing soon a pair of ON running shoes and I am personally really curious to try them on.

Here is the current ON lineup of shoes.

The On Product Line

On Cloudrunner – TheCloudrunner is designed for high-impact runs, long training sessions andendurance runs. An enforced CloudTec™ system enables excellent stressabsorbtion, efficient energy transfer and fast recovery. Available inUltramarine/Cyan.  Men’s sizes only. SRP $149.

On Cloudsurfer – The Cloudsurfer is made to perform in trainingruns as well as in competitions. The CloudTec™ system is engineered toprovide the best of both worlds: cushioning on impact and speed onpush-off.  Available in Black/Lime and Silver-Grey/Azure.  Bothmen’s and women’s sizes. SRP $149.

November 2011: Here is our review of the On Cloudsurfer
On Women’s Cloudsurfer – The women’s model providesthe right fit for the female foot and adapts to a lighter impact. TheCloudsurfer is made to perform in training runs as well as in competitions.Engineered to provide the best of both worlds: cushioning on impact and speedon push-off.  Available in Rose’/Pink, Black/Lime,Silver-Grey/Azure.  Women’s sizes only. SRP $149.