When Lyst announced its list of the hottest brands, men’s products, and women’s products for Q3 2021, it was no surprise to see Balenciaga and YEEZY near the top. What may have been a surprise to some, however, was the inclusion of On’s Cloud running sneaker, which sits at 7th on the list.
The Swiss brand, whose recent IPO saw the company’s value skyrocket, is at the very early stages of its pivot from pure performance to lifestyle (or what On aptly calls “Performance All Day”). While that pivot may have flown somewhat under the radar for hardcore sneakerheads more concerned with Nike Dunks and heritage New Balance collaborations, Lyst data suggests that On has found great early success with that strategy.
On’s core product line, which centers on Swiss-designed performance running shoes — both for the street and for the trail — is considered one of the best on the market by the many professional athletes sponsored by the brand. On also has lifestyle-dedicated designs, though it’s the brand’s ability to create functional equipment of a high quality that is the most likely reason for its recent success. Functionality and Gorpcore products have been trending for several seasons now and, with their popularity only rising among the mainstream crowd, it’s easy to see why On products are crossing the threshold between fashion weeks and ultra-marathons — even if they are made for the latter.
Other brands to have found similar success are Salomon and, also more recently, Merrell 1 TRL, where they seek to straddle both the lifestyle and the performance worlds without sacrificing any of the qualities that made them popular to begin with. On’s sneakers are best known for their CloudTec midsole cushioning technology, which was inspired by garden hoses and — at least aesthetically — is akin to Nike Shox in the sense that it is unmistakable.
That strong branding potential, combined with On’s performance know-how and the surging popularity of functional footwear, has proven a potent mix, with On in a prime position to take advantage of it. Only time will tell if On can truly establish itself as the next Salomon, though the Lyst data seems to show it’s well on its way. The only thing that’s missing is a few fire fashion collaborations.
Head here for more on our Lyst coverage, and then scroll through some of our favorite On sneakers at Highsnobiety Shop below.
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