On to Enter Sneaker Market With Cloud Hi Edge

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 CloudTex 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

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