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When Lyst announced its list of the most popular brands, men’s and women’s products for the third quarter of 2021, it was no surprise to see Balenciaga and YEEZY near the top. What may have come as a surprise to some, however, was the inclusion of the On’s Cloud running sneaker, which sits at # 7 on the list.
The Swiss brand, whose recent IPO saw the company’s value soar, is in the very early stages of its pivot from pure performance to lifestyle (or what is aptly called “Performance All”. Day â€). While this pivot may have gone a bit under the radar for hardcore sneaker enthusiasts more concerned with the Nike Dunks and New Balance collaborations, data from Lyst suggests that On had great early success with this strategy.
On’s core product line, which focuses on performance running shoes designed in Switzerland for both street and trail use, is considered one of the best on the market by many sponsored professional athletes. by the brand. It also offers dedicated lifestyle designs, although it is the brand’s ability to create high-quality, functional equipment that is the most likely reason for its recent success. Gorpcore functionality and products have been all the rage for several seasons now, and with their increasing popularity among the general public, it’s easy to see why On products are crossing the threshold between fashion weeks and fashion weeks. ultra-marathons – even if they are designed for the latter. .
Salomon and, more recently, Merrell 1 TRL, where they seek to straddle both lifestyle and performance worlds without sacrificing any of the qualities that made them popular initially. On’s sneakers are best known for their CloudTec midsole cushioning technology, which is inspired by garden hoses and, at least aesthetically, akin to Nike Shox in that it is unmistakable.
This strong branding potential, combined with On’s performance know-how and the growing popularity of functional footwear, has proven to be a powerful mix, with On being in a prime position to capitalize on it. Only time will tell if One can truly establish himself as the next Solomon, although data from Lyst seems to show he’s on the right track. The only thing missing are some fire mode collaborations.
Head here for more on our Lyst coverage, then scroll through some of our favorite On sneakers at Highsnobiety Shop below.
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