The idea is not new, but the scope certainly is: until now-to our knowledge-no one had ever thought of selling shoes by subscription. It is not an installment sale because those who subscribe to this particular subscription will never become owners of their shoes. Indeed: those who “buy” On Cyclon will have to return them periodically. To get a new pair, of course.
But let’s go slowly.
The idea
How much do you spend per year on shoes? How often do you change them? It is reasonable to assume that an average runner, that is, one who runs – say – 120/160 km per month – changes 2 to 3 pairs of shoes per year. Of course, we speak only of those who change them out of necessity, neglecting those who like to own several of them, going so far as to buy 5/6 a year. In other words, every year it is reasonable to think of spending 3/400 euros on shoes.
On’s idea is to turn the shoe budget into an installment that monthly has a relative weight (35 Swiss francs-“translated” into 29.95 euros) and annually looks a lot like what you would spend on shoes. With what advantages and disadvantages?
Advantages: you always have fresh, new shoes, entirely recyclable and therefore zero environmental impact, you spend the same amount you would spend annually anyway, in fact a little less.
Disadvantages: you are always tied to the same shoe model (which can and surely will improve and change over the years), you never own the shoes you pay for because you have to resurface them periodically.
In terms of the economic model, you are not buying a good (the shoe) but the right to use it and the right to receive a new and updated pair every few years. In short, you buy a service, not something material.
If this seems strange or unacceptable, think that you already do it with digital services, only in that case it seems more acceptable and natural: Spotify, Amazon Prime, Netflix, Google Drive or Apple iCloud are all services that you pay for on a subscription basis, getting nothing material in return.
Now the Swiss at On have “only” thought of creating a hybrid between a digital and a material service, interweaving the two offerings. Kind of like what has been happening in the automotive market for years, only with different magnitude.
The shoe
I saved the shoe for last, not because it was less important but because the sales model, rather than the shoe model (forgive the repetition), had to be understood first.
First of all: they are not made like a normal shoe, or even like a normal On, for that matter. They do not have the midsole typical of the On, made of “tubes” that take care of cushioning and the effect defined by the Swiss company as very similar to running on a cloud. The upper is made of Ricinus communis, vulgarly known as “castor oil.” The midsole is made of polyamide, 100% recyclable, and thanks to the production system used to obtain the cushioning and energizing foam, it is capable of 65% energy return. That is, it involves, in part due to the fact that the parts (upper and midsole) are joined together by heat, that no glue is used to produce them, making them effectively 100% recyclable. Which On takes care of, after picking up your used pair and providing you with a new one.
Where as when
As you may have guessed, you cannot buy them in the store. You can just subscribe to get them, use them for about 400km, and then wait for your new pair and stick the old one in the same box. Everything else is taken care of by On and what together you will leave behind is . nothing, since the Cyclon manufacturing and recycling process produces no waste.
Is it the future of the running shoe? It is certainly an interesting application of a sales model that is now normal in other areas but has never been seen in running shoes and sports in general. In addition, this is the first attempt to produce a truly zero-impact shoe, as its recovery and recycling is entirely taken care of by the manufacturer. Beyond everything, a remarkable awareness and expression of corporate responsibility by the Swiss in On.
Credit where credit is due.
You can already subscribe to On Cyclon. The first deliveries will be made in 2021.
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