Icebug
SE · 2001 · Trail running
Studded and sticky-rubber traction shoes from outside Gothenburg
A mother and son started with a steel-studded running shoe nobody in Sweden wanted to stock; an Asics prototype at a trade show legitimised the idea and Icebug kept the market. Still private, publishes its whole production chain, puts solar roofs on its Vietnamese suppliers' factories and runs a three-day stage race on the Bohuslän coast. Returns are free; warranty terms are nowhere to be found.
- Ownership
- Independent
- Status
- Trading
- Made
- Three partner factories in Vietnam
- Offers
- club and race presence, deep provenance, generous returns, shops you can visit, a phone line, plain-language guides, a repair service, spare parts
- Activities
- Trail running, Running, Hiking