November 7, 2025
The Leonese brand Tiresoul reaches the world podium in Nordic walking by the hand of Jon Medrano in Finland.
Jon Medrano Ruiz, a name that resonates strongly in the world of Nordic walking, has been setting the pace in this discipline for eight years. Originally from the quiet Navarre town of Elizondo, Medrano has taken his passion for the sport to a new level, and has recently taken an unexpected turn in his career: the use of recycled rubber soles in his international competitions.
"Nordic walking came into my life a few years ago, and I soon realized that the competitive side appealed to me. I come from a sporting background that includes handball and swimming, so sport has always been part of my life," Medrano says with a smile. He began as an instructor to familiarize himself with the discipline, but soon turned to competition. He currently competes for the Revillén Marathon Club, with which he has won titles both nationally and internationally.
Throughout his career, Medrano has reaped numerous successes, including several Spanish club championships and a third place in the recent Nordic Walking World Championships held in Finland. “It was an unforgettable experience,” he says of his time in Scandinavia. “The circuit was very tough, but the feeling of competing in those serene landscapes and being able to share the podium with my teammate, Ramón Álvarez, was fantastic.”
However, his last competition was marked not only by physical effort, but also by a decision that unites sport and sustainability: the use of soles made from recycled rubber.
Recycled Rubber in Sport: A Silent Revolution
The origin of this innovation comes from a conversation with Rosa Fernández, an old friend of Medrano's and organizer of the Spanish Championships in León. “My sneakers were very worn out and she suggested resoling them with recycled rubber, a material that was being very well received by other athletes,” Medrano explains. Intrigued, he set out to investigate Tiresoul, a brand from Leon that is revolutionizing the sustainable soles market. “Because of the type of terrain we compete on, I knew it could be a very suitable option.”
The ergonomics and performance of the recycled rubber soles pleasantly surprised Medrano. "On asphalt terrain, the stability is impressive. And, although I thought that in rougher areas it might not perform as well, on gravel and loose dirt the traction was just as effective. It adapts perfectly to all types of terrain, which is crucial for our competitions, which alternate between asphalt and dirt," explains the athlete.
El cambio de suelas no fue una decisión tomada a la ligera. Medrano probó las zapatillas antes de la competición, sometiéndolas a diversas condiciones de entrenamiento. El resultado fue concluyente: "Me di cuenta de que el material no fallaba, yeso me dio la confianza para utilizarlas en Finlandia", relata. "A veces hay que arriesgar y probar cosas nuevas, y en este caso, ha sido un éxito rotundo".
Sostenibilidad y Rendimiento: Un Compromiso con el Futuro
Para Medrano, el uso de materiales sostenibles no solo es una ventaja deportiva, sino también un compromiso moral. "Vivimos en un mundo excesivamente materialista", reflexiona. "El poder reciclar y reutilizar en el deporte es algo que va muy de la mano con mis principios. Ver cómo algo que podría haber sido desechado, como una suela desgastada o un neumático, puede tener una segunda vida, es muy satisfactorio”.
In addition to extending the lifespan of shoes, Medrano sees such initiatives as a more balanced future for the sports world. "Often, the upper part of the shoe is in perfect condition when the sole wears out. So why not resole them? We all win: the athletes, the brands and, above all, the environment."
Medrano is convinced that the use of recycled rubber in the soles of athletic shoes can mark a turning point in disciplines such as Nordic walking. "This material is incredibly adaptable and durable. Unless the terrain is completely muddy, where we would perhaps need a little more traction, I think it can establish itself as a standard within the sport."
A Message for the Future
Medrano doesn't hesitate to recommend that other athletes adopt sustainable technologies and materials. "Sport generates a lot of waste, and it's everyone's responsibility to look for alternatives that reduce that impact. If we can extend the life of our shoes with recycled soles, we are not only saving money, but also helping the planet."
This Nordic walking pioneer is convinced that the key is in the mindset: "If something works, don't change it. If you can fix it, do it. In the end, it's about finding that balance between performance and sustainability."
With his recent success in Finland and his commitment to sustainable innovation, Jon Medrano Ruiz is not only making his mark on competitions, but also on the future of the sport.
