World’s First Fully Recyclable Running Apparel
Issue No 12: On Running
Editor’s Note
Hello,
On running shoes are introducing a new concept for athletic apparel to reach full circularity: the Cyclon program that includes the running shoe Cloudneo, uniquely made from castor beans and offered via a subscription model.
“Our customers typically use our products for six months or so, then return to us for another pair and throw out their old ones even though the material is still good and could be recycled. It just seemed so wasteful,” shared co-founder Coppetti.
Once the shoes are worn out, or after six months, you request a new pair of shoes and return the old to be recycled into new shoes. It’s the first running shoe in the world that’s designed to be circular and fully recycled – at scale.
But it’s not just healthy for the environment, this program is also giving On insights to customer’s needs and behaviors. Still in an experimental phase, they are getting about 80 percent of their subscribed shoes back in return.
Access over ownership is finally becoming a reality which will shift how we think about consumption, hopefully shifting from overconsumption to real usership.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
On’s Story
The story of On running shoes is one of innovation, inspiration, sustainability, and a touch of Swiss ingenuity. It all started in the picturesque Swiss Alps, where Olivier Bernhard, a former 6-time Ironman champion, dreamt of creating a running shoe that felt different. He wasn't satisfied with the traditional options, finding them either too bulky and cushioned or too minimalist and lacking support.
The Spark of Inspiration
Bernhard's eureka moment came while playing with his children. He noticed how they ran barefoot, light and nimble on the ground. He then experimented with attaching pieces of a garden hose to his running shoes, intrigued by the unique cushioning and responsiveness it offered. This simple experiment sparked the idea for CloudTec, On's signature technology that forms the foundation of their shoes.
From Idea to Reality
In 2010, Bernhard teamed up with David Allemann and Caspar Coppetti, sharing his vision for a revolutionary running shoe. They spent countless hours perfecting their prototype, incorporating CloudTec and meticulously designing the upper for comfort and breathability. Their dedication paid off, and in 2012, they launched the Cloudracer, their first running shoe.
Running on Clouds
The Cloudracer, with its innovative CloudTec pods, offered a unique blend of cushioning and responsiveness. Runners described it as "running on clouds," and the name stuck. This tagline perfectly captured the essence of On's philosophy: to provide a smooth, comfortable, and enjoyable running experience without sacrificing performance.
Growth and Recognition
On quickly gained traction among runners of all levels, from elite athletes to weekend warriors. Their dedication to innovation and performance continued, leading to the development of a variety of running shoe models catering to different needs and preferences. Today, On is a global brand with a loyal following and a strong presence in the running world.
Key Milestones
Founding and Early Development (2010-2013)
2010 – Olivier Bernhard, David Allemann, and Caspar Coppetti founded On in Zurich, Switzerland.
2012 – Launch of the Cloudracer, their first running shoe featuring the innovative CloudTec cushioning technology. This model quickly gained recognition for its lightweight, responsive, and comfortable feel.
2013 – Nicola Spirig wins the Olympic gold medal in the London 2012 triathlon wearing On shoes, bringing significant brand awareness and validation.
Growth and Expansion (2014-2019)
2014 – Launch of the Cloudswift, a more cushioned and versatile shoe for everyday running.
2015 – Partner with retailer Nordstrom in the US, marking a significant step towards wider market access.
2016 – Open their first flagship store in Zurich, followed by another in New York City in 2017.
2018 – Launch of the On Cloud, a lightweight and minimalist shoe for everyday wear, further expanding their product range.
2019 – Achieve a 40% share of the running shoe market in Switzerland and 10% in Germany, demonstrating strong brand adoption.
Continued Innovation and Global Reach (2020-Present)
2020 – Expand to 55 countries with over 6,000 retailers, solidifying their global presence.
2021 – Launch of the Cloud X, a cushioned shoe with a focus on energy return and performance.
2022 – Partner with professional athlete Eliud Kipchoge, further aligning the brand with elite runners and top performances.
2023 – Introduce Helion™, a new cushioning material offering improved energy return and durability.
Additional Milestones
Numerous awards and accolades for design, innovation, and performance.
Sponsorships of major running events and athletes, building brand recognition and engagement.
Strong community presence through social media and running events, cultivating a loyal following.
These are just some of the key milestones for On running shoes. They have consistently pushed the boundaries of running shoe technology and design, while building a strong brand identity and community. Their story continues to unfold, and they remain a major player in the global running shoe market.
Insights and Actions
On running shoes integrates sustainability into various aspects of their business operations, focusing on three key areas:
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