On launches a sustainable line and considers bringing subscription sneakers to Brazil – 08/04/2023 – Na Corrida

Trained eyes have no difficulty identifying a sneaker from the Swiss brand On. The sole is very characteristic, all cut out by “gominhos” – or clouds, as the manufacturer likes to say. The colors are sober, usually white, black or gray. The logo is still little known, and many runners recognize the shoe but don’t know the brand name.

On’s particularities don’t stop there. Unlike most competitors, On rarely promotes or gives discount coupons for its products. The sale takes place in a few specialized stores or on the official website of the brand. If the customer goes to look for it in the big retailers, he won’t find it.

Another peculiarity of On is not having the so-called “entry models”, which are cheaper and simplified versions of the sneakers considered a reference for the brands. The models are few, and geared towards fulfilling specific activities. More Swiss, impossible.

For being discreet, comfortable, not having “cheap” versions and, at the same time, being easily recognizable, On’s sneakers fell in the taste of the so-called would makelimersnickname given to those who work in the financial market in São Paulo.

Last week, On presented its product line for 2023. The novelty was on account of the Cloudsurfer (R$ 949.00), which arrives with an ecological proposal and colors, shall we say, a little less frowned upon. The cushioning takes place in the EVA foam, placing the shoe in the “jack of all trades” category – that is, good for short and medium runs, but not the best option for those looking for performance or speed. The “gominhos” of the sole are still there, but with a different angle to make the shoe more responsive in training. The brand reinforces the sustainable bias of the product, produced with 30% recycled content and dyed using the Dope-Dye method, which saves water in the manufacturing process.

On also took the opportunity to launch an update of Cloudswift, a brand classic – if we can use the classic term for a company founded just 13 years ago.

Commitment to sustainability

On has brought sustainability to the heart of its brand positioning. She is not the only one. Concern about the environmental footprint of sneakers is one of the main trends in the industry. Asics, Adidas and Sketchers, to name just a few, already use recycled products in the manufacture of their shoes. Vulcabrás, which produces sneakers for the brands Olympikus, Under Armor and Mizuno, uses 100% renewable energy at its factory in Horizonte (CE), in addition to treating waste and eliminating the disposal of raw materials after making the sneakers.

In addition to reformulating the manufacturing method, On proposes to rethink the footwear life cycle. New is the introduction of a tennis subscription program. The customer pays a monthly amount to the company, which sends shoes to his house. After six months, the consumer can ask for the sneakers to be replaced with a new one, returning the old model to On, which will recycle the shoes.

The subscription program, called Cyclon, costs US$ 29.90 per month in the US. According to the blog Na Corrida, the company is considering offering a subscription service to the Brazilian market.

“We believe in less waste and more performance. The future of design is products that live in a loop, not in a landfill”, says Fabiana de Oliveira, head of marketing at On in Brazil.

For now, the subscription program only offers one model to its customers. Cloudneo is exclusive to Cyclon and is made from castor bean.

And you? Would you pay for a tennis subscription program? Comment in the space below or send a message to [email protected], or on instagram @rodrigofloresnacorrida

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