The competition is intense - how do you start a new running shoe company, and be successful?

"My friend gave me a prototype, and I said, 'forget it, don't even try, you'll never succeed against the big shoe company's. But then I tried them on."

"We typically don't talk about the product, we just ask people to try them, and that's what comes back: 'Running on clouds.'"

This is a fun discussion with the co-owner of an international running shoe company - get the inside scoop on how this all works.

"On was born in the Swiss alps with one goal: to revolutionize the sensation of running. It’s all based on one radical idea: soft landings followed by explosive take-offs. Or, as we call it, running on clouds."

https://www.on-running.com/en-ch/about