Fleet Feet Sports, Syracuse is on the verge of carrying a new (to us) brand called On Running. The main idea behind the shoe technology is to combat the firm surfaces on which we tend to run. The shoes give a cushioned landing but offer a firm, powerful takeoff.
The adaptive rudder elements under foot cushion both vertical and horizontal forces. The impact forces are noticeably reduced on the lower leg/calf muscles. The forefoot hits later in the gait cycle but releases as quickly, for shorter ground contact time. This also positions the foot in takeoff mode much quicker.