00:00Every road record is falling at the moment, and it is because of the technology.
00:05Nike and Adidas have dominated performance run-in for decades, then on step to the starting line.
00:12We were kind of afraid the shoe would fall apart, and she ended up winning Boston.
00:17Its sneakers appear on marathon podiums.
00:20They're also shown up in airport terminals, art fairs, and even fashion week.
00:26The company wants to become far more than a run-in shoe brand.
00:31Your identity is expressed through your body.
00:35The shoes tells you a story. It's a feeling.
00:38But as ON expands into apparel and accessories, it risks losing focus on the high-performance run-in shoes that
00:45put it on the map.
00:47The question is, can this underdog become the next great sportswear company without losing the performance DNA
00:54that made runners believe in it?
00:58The biggest risk is not to take the risk.
01:01And we said, hey, let's go all-in. What's there to lose?
01:04Whether it's a lion commuter or pole then...'
01:04If you see, Miami-Dade, it's a fair, that's going to reduce sharp and juicy patterns.
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