The Cloudboom Echo is a groundbreaking shoe from On aimed at committed long distance runners.

We were asked to create a digital platform to explore the shoe’s game changing tech and performance

through the lens of more than 30 of their athletes and in doing so create pre-launch buzz.

The site featured two menus where new content was added daily for the 3 months prior to launch.

‘Lab’ showcased the shoe’s tech innovations through animations and interviews with the R&D team.

‘Athletes’ showcased its performance via videos created and uploaded by the athletes themselves.

The site has a clean, technical look and feel in keeping with the shoe and On brand.

It is possibly the most in depth exploration of a sports shoe’s production and performance yet.

It was created in collaboration with the brilliant Village green Studio. View at echo-files.net