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.
The Cloud Hi Edge features a minimal design similar to the brand’s popular running shoes as well as technical functions that are intended to blend performance and street style. That includes On’s signature CloudTec sole and Helion superfoam.
Cofounder David Allemann said over the past few years, the company has seen consumers wear On shoes not only for running, “but in their day-to-day lives. The most popular On model, the Cloud, has been chosen by runners and non-runners alike as their go-to shoe for all day,” sparking the brand to introduce a true sneaker.
Allemann said the company’s growth in Japan the past several years “has been incredible. We’re gaining new fans and retail doors faster than any other running brand out there.” As a result, it made sense to launch the sneaker at Atmos, with which the brand has had a successful relationship.
The Cloud Hi Edge will be available in four colorways and will retail for $160.
On is the number-one running shoe brand in Switzerland and is in the top 10 in the U.S. It was founded in 2010 by former professional triathlete Olivier Bernhard, who approached his friends Allemann and Caspar Coppetti about reengineering a running shoe to create a different sort of running sensation. The concept he was seeking was a cushioned landing and explosive take-off, or what they describe as “running on clouds.” Today, the Zurich-based brand is carried at more than 4,000 running specialty stores in the U.S., Europe, Japan, China, Australia, Vietnam and Brazil.