At the 2024 Olympic Games in Paris, some of the best athletes will be wearing products made by the Swiss sportswear brand, On. Sixty-five athletes are sponsored by On, including the current world no.1 tennis player, Iga Swiatek. Kenyan long-distance runner and Boston marathon winner, Hellen Obiri, will be wearing the company’s new sneaker brand, Cloudboom Strike LS, which was just released in time for the Games. On is also providing the uniforms for the Swiss team. Unique tech The brand has come a long way from its humble beginnings in 2010 as a partnership among three friends to commercialise a cushioning technology developed at the federal technology institute ETH Zurich. The new design, the Cloudboom Strike LS, is made by robots that spray polyurethane in a continuous string, melding into a rubbery textile shoe. The lightweight shoes have no laces but a bulbous sole, said to cushion the foot and allow a softer landing and better "push-off" during runs. High markups On is now a ...
