Icebug is a Swedish shoe company. We were frustrated by having to choose between slipping and say no to outdoor activities because of the risk of slipping. The company started as a result of us wanting to be able to stay active year-round. So we created shoes for running and activities on slippery winter surfaces. With a unique rubber compound that provides outstanding traction and smart studs, which adapts to the surface, we make shoes that allow you to move around as normal even when it’s slippery out there.