On Designs the Perfect Everyday Shoes

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Shon Faye for On’s ‘Flex to Be Different’ Campaign
Shon Faye for On’s ‘Flex to Be Different’ CampaignPhotography by Jorge Perez Ortiz, Courtesy of On

The Swiss sports brand’s designs balance style and science

This month, On launched its new campaign, Flex to See Different. Starring the agenda-setting author Shon Faye, and centred around a film shot on location in Valencia, this campaign celebrates the value of embracing difference and overcoming adversity.

Born in the heart of the Alps, the Swiss sports brand was launched 12 years ago and has since gained a reputation for its innovative footwear, as well as its clothes and accessories. Founded by three-time world duathlon champion and multiple Ironman winner Olivier Bernhard, along with his friends David Allemann and Caspar Coppetti, this trio was later joined by a team of cutting-edge sports scientists who helped them realise their vision for the perfect running experience.

On’s shoes are built around a unique cushioning system that affords a soft landing and firm take-off. When they developed their prototype, the first test runners said this effect was like running on clouds. This is the light, seamless and richly enjoyable running experience that their footwear continues to provide and that more and more runners around the world are coming to appreciate. On’s shoes have found their way onto the feet of over seven million people in over 50 countries, and, alongside its Zurich headquarters, the brand has opened offices in the USA, Japan, Australia and Brazil. Since launching, the company has been joined by tennis champion (and fellow Swiss) Roger Federer, who has brought to bear his unique sporting experience to help On take its product development to new heights.

The Cloud 5, released this year, represents the pinnacle of over ten years of sports science research and expertise. In terms of the comfort, support, and durability it offers, the Cloud 5 is unrivalled, and the aesthetic element is every bit as strong as the technical; it is available in a range of different colours and styles. The fit has more room at the front than previous iterations and the shoe comes fitted with slip-on, speed-lacing technology, which facilitates an even more frictionless running experience. And if that wasn’t enough, it’s sustainable, made from recycled materials.