The startup ATO-Gear has been working together with the sports brand adidas since last month. In shops selected by adidas, runners can test the brand’s new running shoe with the smart insole, Arion. The runners receive an analysis of their running style on paper: foot strike, cadence, body strain. This collaboration is one of the upward developments after a challenging summer, CEO Andrew Statham says. Sitting in the coffee corner on the top floor of the SX building, home of ATO-Gear, Statham talks about the collaboration with adidas and the “rollercoaster of a startup”.
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