It’s actually hard to come up with a pun for On. I didn’t want a post about the products currently available via the On-Running website which can easily translate to streetwear and casual style to be corny, but here we are. Although I wrote that On-Running’s distribution strategy after the brand IPO’d seemed to be pushing product into accounts which shouldn’t carry the brand:
On Running’s Q2 2022 Holds a Compelling Discussion on Reach and Research
I still think On has a strong grasp on their consumer. On in mainstream and urban retail can become problematic, but this doesn’t mean there aren’t built in problem solvers the brand can organically utilize to capture a new demographic. How does this happen? Working with arch to do unboxing videos and photoshoots! Seriously, it happens with better digital merchandising and visuals showing how their functional apparel, already in-stock, is kind of dope. I’m taking a few minutes to choose 5 pair of kicks from the site and I’m pairing those with apparel from the brand. No collabs needed, just smart merchandising and fantastic visuals.
1. On Running Cloudsurfer – Color: White/Frost
Allusions matter. I immediately see the Silver Surfer when I read the name of this sneaker. Although it’s after Labor Day and the white kicks should be retired, for some reason On’s sneakers look super clean in white. I think it’s the negative space the air slots provide. Pair these with the Undyed White Active Jacket, which has an asymmetrical zip at the neck in black, and there is a look that adds brightness to any room.
2. On Running Cloudmonster – Color: Fossil | Magnet
A person deep into sneaker culture will understand why this Cloudmonster is perfectly suited for Dress appeal. While it can be problematic to capture an iconic color from the Swoosh, there are so few people into Air Max 95s now, that the neon color is slowly fading from memory as a Nike colorway. This Cloudmonster features all of the details of that classic sneaker with the modern comfort of On’s biggest midsole-outsole combination. Throw in a staple sweat with another Undyed White item of apparel and you’ll continue to turn heads and make On look a lot cooler than anyone expects.
3. On Running Cloudneo – Color: Undyed
The tagline “yours, but not really doesn’t give away what this sneaker is. It’s only 29.99 a month for the subscription. The Cloudneo is a part of the Cyclon program where On is attempting to create a more sustainable product. You can run in these and beat them up. When you’re done with them, they don’t go into a landfill. They will be placed in a grinder and used to create other sneakers. While the materials aren’t all recycled and there are some virgin materials in the new kicks, this is as close to a real sustainable sneaker as any pair on the market… outside of the brand Unless where you can simply put the shoe in the compost when it’s old and ragged. Those aren’t performance kicks though.
4. Cloudalpine Waterproof – Color: Cobalt | Limelight
It rains too much, but you’re on some, “damn this, I need some (insert your favorite local pizza that doesn’t deliver).” It’s cold and that irritating drizzle that lays across the lenses of your glasses like mist is making you extra angry, but that pizza is calling your name. This entire look is waterproof. The explorer pants and challenger jacket may not be edgy, but the Cloudalpine feels like a Wu-Tang Raekwon throwback pair of boots. You may not have the Purple Tape, but download Glaciers of Ice, slide these on and get your damn pizza.
5. Cloudboom Echo 3 – Color: Undyed-White | Mint
While most lists would have added the Roger series of court sneakers, I’ve seen those in the wild and they don’t look premium, and they don’t stand up to Air Force 1s or other court sneakers from a smaller brand like CLAE. The high cut version looks awkward and right now I just don’t feel moved by the look at a price greater than a much more premium pair of Malones. (Everything can’t be all positive. This isn’t a paid post… even if it was, I’d still tell my truth (It’s also why there aren’t any links to On’s site in this post. That is a paid process as well, hit me up On). The 5th pair arrives at a price competitive with distance performance sneakers, and it shouldn’t come in last. I really, really like the Echo 3. I love the mint color in this shoe. I don’t love the price, but the gradient design at the heel on the medial side (yep, I’m making you look it up) throw that on the sleeve of a shirt with the ON logo at the end and you got a really nice look lined up.
Okay, I lied. The Roger Pro is almost there. It gets an honorable mention, especially the women’s color of the performance tennis sneaker. On-Running is a premium priced company so don’t walk into this journey with your mind in the low-mid tier price range. A true performance tennis sneaker, one specifically designed for clay must have the correct rubber compound. The Pro also has an incredible return system featuring a carbon fiber Speedboard to help with return. The sneaker deserves consideration but because it lacks stronger color blocking and varying textures, and the primarily white upper gives off too much of a preppy dad vibe, it ends up outside of my top 5.