By  on October 5, 2019

Swiss footwear brand On is hoping to translate its success in running to the lifestyle world.

The company unveiled its first sneaker, the Cloud Hi Edge, in Japan on Saturday. The shoe will be available for preorder at Atmos Con, the annual sneaker show at Atmos, Tokyo’s leading sneaker retailer, as well as on a dedicated landing page on the On e-commerce site. The shoe will be rolled out to the U.S. on a limited basis on Oct. 17. Fewer than 5,000 pairs will be available in select U.S. stores and online.

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