As fashion brands continue to churn out sneakers to meet growing demands, athletic-focused shoe labels are starting to tap into a brand new market of customers by launching their own products that seamlessly combine style and performance.
"Over the past few years we've seen an emergence of performance sportswear and outdoor gear not only on the tracks and in the mountains, as well," said co-founder David Allemann in a statement to NYLON. "We're living in a new reality, particularly now, where people are craving comfort and flexibility in their lives and as an explorer brand born in the Swiss mountains, we’re always up to challenge conventions.
"The Cloudnova is the first sneaker with On’s technology that challenges the comfort, lightness, and performance of a contemporary sneaker," said Allemann. "With retail partners like Dover Street Market and Bodega, who have pioneered how we experience fashion and are themselves champions of radical new ideas, it was only natural and logical to turn to them to help us launch a product at the intersection of fashion and performance.
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