How On Running Sneakers Won Over Tech Bros and High Fashion Alik

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On Running Sneakers Unlike the solid foundation on a traditional

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The sneakers sole is what you notice first. It bizarre-almost alien-defined by a ring of hollowed-out blocks. This peculiar sole, dubbed CloudTec, has been the defining characteristic of the featherweight running shoes produced by On, a Zurich-based footwear company, since the brand launch in 2010. Unlike the solid foundation on a traditional running sneaker-like New Balances 996, or the godfather of them all, Nike streamlined Waffle trainer-On sole has sizable, almost ungainly, gaps between each cube. It sort of looks like a mouth in dire need of braces.

The sole has helped make On a stealthy-statement sneaker, worn by the likes of tennis great Roger Federer now an On investor as well as finicky tech bros, who have fallen for On curious shoes the same way they covet Patagonia fleece vests and zip-up hoodies.

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