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Global Expansion, High-Profile Athlete Collaborations, and the Rise of Super Shoes in Athletic Footwear Industry
The chapter delves into how ON, a Swiss Sports Shoe Company, achieved global expansion and financial success by collaborating with top athletes like Helena Beery, resulting in the development of high-performance carbon plate racing shoes, known as super shoes. This collaboration and innovation have not only enhanced product design but also played a significant role in improving athlete performance and breaking world records.