Teveryone wears sneakers On. A strong and direct statement, but if you’ve looked around a bit lately, looking down, you’ll have noticed these shoes on the feet of many, many people. From the group of tourists taking selfies in front of the Duomo to the colleague in the office, from the top players in world tennis to the latest releases in the cinema, these shoes are truly everywhere. Why are they so popular? Where does this success come from?
Let’s make a clarification right away before giving space to doubts of all kinds: this article is not a #toa #supplied and it doesn’t even come from something #giftedbut from the simplest curiosity. A couple of months ago during a very quiet dinner, a colleague and director of a magazine that like us talks about fashion launched into a praise of the very comfortable sneakers that he had on his feet (guess which ones). It was the opening days of the Art Biennale, an occasion in which eating up the miles is definitely a must, especially in a city like Venice, and he was enthusiastically telling how pleasant and comfortable the choice he had made a few weeks earlier in a shop in Milan had been. “I wouldn’t even take them off to go to sleep”. This sentence remained in my head and led me to notice something: the impressive number of people wearing these shoes from futuristic, minimal but sophisticated designtopped off with a logo that was initially perhaps not even easy to read, essential and not shouted.
Don’t worry, I already knew them, I wasn’t born yesterday and speaking about fashion on a daily basis they certainly hadn’t slipped my radar. I had heard about them on many occasions, for example for the collaboration with none other than Loewe and, as a clay court enthusiast, I had seen them on the feet of several world-famous tennis players, from the elusive number one in the WTA rankings Iga Swiatek to the rising star Ben Shelton. I had simply never questioned the phenomenon much.
After this initial flea in the ear, I end up at the cinema. The occasion is the release of Challengersa film by Luca Guadagnino, a film that intertwines rackets and feelings. And guess what, this time too, the brand of shoes worn by one of the protagonists. When the campaign video was also released a few weeks ago, with testimonials Roger Federer and Zendaya (just two random names, eh!) I said enough, I need to know everythingbut absolutely everything what concerns On and his sneakers. Where do they come from, how long have they existed, what is special about them?. Absolutely everything. And I’ll tell you about it below.
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They come from Switzerland
“They are Japanese!” or “They are American!” I have heard many theories about the origin of this brand which I assure you is Swiss. The company was founded in 2010 by former Swiss Ironman champion Olivier Bernhard together with partners David Allemann and Caspar Coppetti. Known for the shoes, On It actually also produces sportswear, as you may have seen on the tennis players mentioned above as well as on many athletes competing in the 2024 Paris Olympic Games.
The technology is revolutionary
What makes these sneakers so successful is the technology CloudTec® which characterizes the sole, composed of particular pod which make the run lighter and softer at the support level and the movement more explosive, with a technique of innovative cushioning compared to the classic foams used by competitors in the sector. But these are not shoes just for professionals: there are various models, almost all of which are based on the word Cloud (and the technology of the same name), suitable for different moments and levels, from free time to various sports disciplines.
There is attention to sustainability
The brand pays a lot of attention to environmental responsibility and consequently selects the materials to be used in the production of the products, focusing on durability, production sustainability from the energy point of view and use of water resources. Their philosophy and then circular typetherefore reuses recycled material to create new products, as happens for example in the model Cloud5composed of 44% recycled materials.
The style is sophisticated
It is not only technology and comfort that attract the brand’s many fans, because we know that the eye also wants its part. Design, from an aesthetic point of view, is an element important and conquers through original but always elegant and refined chromatic choices, even when they draw on more vivid shades. Even the logo, with essential lines, is never invasive.
Stars (and designers) like them
As per the manual, celebrities and brands have given life to important partnerships, consecrating the success of On sneakers and bringing them to the “you made it” level. As for the former, we have also seen them at Kate Middleton’s feeton the tennis courts with the model The Roger dedicated to the Swiss racket champion Roger Federerbut also on top of Jennifer Lopez in her more casual outfits.
On Emily Ratajkowski we saw the debut of one of the most unexpected and interesting co-labs of the past seasons, which is precisely the one between On and Loewe. A partnership that highlights the brand’s refined taste and attention to the world of fashion.
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
