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The Cloudmonster itself could be an unexpected fashion success. In recent years, extremist, large-soled designs have dominated the sneaker market and are currently offered by brands from Gucci to Converse. Just weeks ago, Balenciaga launched the Defender, an imposing shoe with a gigantic curved sole that could be read as the more steroidal cousin of the Cloudmonster.

That kind of nerdy chunky running shoe orthopedic look is popular, says Justin Machus, the owner of Machus, a fashion boutique in Portland, Oregon, that was also courted by On and stocks its egalitarian shoes alongside niche, high-fashion designers like Rick Owens and Willy Chavarria. In Machuss store, On has reeled in choosy customers who might think Nike and Adidas are too overexposed. Theyre looking at something else to be creative with and to have fun with, says Machus.

The following question refers to the article in the packet, "How On's Running Sneakers Won Over Tech Bros and High Fashion Alike." According to the last two paragraphs of the article, which of the following is likely the biggest concern of On? The introduction of On's Cloudmonster shoe increased the competition with Nike and Adidas O Gucci might offer a lower priced shoe to compete with On Differentiation might just offer a temporary competitive advantage O On's existing customers might not like that On also targets luxury customers