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Forbes
2 days ago
- Business
- Forbes
Hoka Vs. On Cloud: Experts Help Us Break Down These Top Shoe Brands
Hoka and On Cloud have a lot in common. Both are relatively new to the running scene, founded in 2009 and 2010, respectively. Each brand has developed a loyal following, thanks to standout models like the Hoka Clifton and the On Cloudrunner 2. They're also known for their distinctive outsoles: Hoka shoes feature thick, foamy soles, while On Cloud uses large CloudTec 'pods' designed to soften landings and improve takeoffs. In this Hoka vs. On Cloud guide, we break down how these popular brands compare, so you can find the right brand—and maybe even the right shoe—for your needs. Both Hoka and On Cloud shoes are known for their unique sole designs. Illustration: Forbes / Photo: Retailers In many ways, the similarities between these brands can make it challenging to choose one over the other. But there exists just enough differences that it's likely you'll end up preferring one based on your body and your favorite activities. So, which is the better choice for you when the question is Hoka vs. On Cloud? Let's take a closer look to find out. As we've established, both Hoka and On Cloud are relatively new and unique running brands. Hoka was founded in the French Alps, where trail running influenced its footwear. The brand's thick soles were designed to absorb repetitive impact, with an emphasis on support and cushioning over unstable terrain. Today, the brand's roster includes not only trail shoes, but road shoes, walking shoes, hiking shoes and so much more. Some styles still embrace the brand's thick, signature cushioning; others are slim, light and built for speed. On Cloud was founded in 2010 by three Swiss friends who sought to create a road shoe that delivered soft landings and a firm takeoff. Runners at the time were a bit skeptical given the unique styling of On's first shoe, but it didn't take long for the design to receive the ISPO Brandnew Award, which recognizes groundbreaking products. Months later, On shoes were sitting on store shelves, and the rest, as they say, is history. Before we move on, let's clear up a couple of things. When Hoka was founded, the company was called Hoka One One, which many people pronounced as 'won won.' In reality, it was meant to be pronounced 'Own-Ey Own-Ey,' as the name comes from the Māori language and means 'fly over the earth.' In late 2021, the brand shortened its name to simply Hoka. As for On Cloud, the company isn't actually called On Cloud—it's just On. But its Cloud line of shoes became so popular that the name On Cloud unofficially stuck. To keep things simple (and avoid confusion), we're rolling with it throughout this guide. Or running with it, if you will. On Cloud shoes feature pods that lack material for better rebound On Hoka Vs. On Cloud: Cushioning When it comes to the cushioning, Hoka reigns supreme. Its shoes were designed with trail running in mind, so best-selling styles feature grippy outsoles and chunky midsoles. This design once looked odd, but it's quite common in the running world nowadays. Most pairs of Hokas are maximally cushioned due to a thick layer of compression-molded EVA foam that compresses on impact and helps propel you forward with each step. 'The shock absorption feature lessens the stress on muscles and joints,' explains Dr. Daniel Cuttica, a board certified orthopaedic surgeon with The Centers for Advanced Orthopaedics. 'They are beneficial for those suffering from various foot and ankle conditions, such as plantar fasciitis and arthritis.' Ironically, On Cloud's cushioning comes primarily from a lack of cushioning, or empty space: The CloudTec cutouts in the soles of its shoes allow for impact absorption. When partnered with the foam material used to create them, the reduction is ample, albeit not as significant as you get with Hokas. But the pods do provide excellent propulsion as they regain their shape after each step. Hoka Vs. On Cloud: Stability "Stability' primarily refers to how a shoe supports your foot. Some shoes are specifically designed to prevent your foot from rolling inward as you step, which is known as overpronation. Pronating can lead to foot, ankle, knee and even hip and spine issues, so it's important to correct it, if it's a problem. As it happens, both Hoka and On Cloud make shoes with stability features. Hoka adds stability through the use of a 'J-Frame,' which is a band of thicker, denser foam that wraps around the heel and underfoot on the inside of the shoe. Similarly, On Cloud shoes add stability by using thicker and firmer CloudTec pods in the same place. These designs provide extra support to ensure your foot doesn't roll as you step. If you're looking for a true stability shoe, the Hoka Arahi 8 is a great option thanks to its 'J-Frame' underfoot support, while the On Cloudflyer 5 uses dual-density foam to create a similarly supportive experience. Balance is also an important element of stability. 'Hoka has a higher stack height than On Cloud, which helps with the plush maximalist design but also makes one higher from the ground,' explains Dr. Samantha Landau, a faculty member at New York College of Podiatric Medicine. 'Some people find the shoes have reduced proprioception or 'feel' for the ground as they run,' so if balance is an issue for you, On Clouds may be the better choice. Hoka Vs. On Cloud: Durability Both Hoka and On Cloud shoes are highly durable, often surpassing the 300-mile mark that you should expect—at a minimum—from a good pair of running shoes. That said, the unique soles of each brand's shoes will begin to break down not long after that point. With Hoka shoes, wear and tear may be harder to spot due to the thick, cushioned soles. But if you notice your feet start rolling inward more than they used to, or if the foam feels a bit flat, it's likely time for a new pair. On Cloud shoes tend to show their age more visibly. The CloudTec pods may lose their shape, and that signature springy sensation in the midsole will fade. And if the tread has worn down to the point where you can see the foam underneath, it's well past time to replace them. Miles of running on hard surfaces can take a toll on the soft foam of Hoka midsoles. Hoka Hoka Vs. Brooks: Price Price isn't going to be a decisive factor when choosing between Hoka and On Cloud. Look through Hoka's lineup and you'll find that popular styles range from $100 to $200. The Clifton 10, for example, is $145, while the Bondi 9 is $175. As for On Cloud, prices are similar. The Cloud 6 is $160, and the Cloudmonster, $170. As tempting as it may be to shop for a cheap shoe, consider comfort, use case and style instead. Shoes sell for similar enough prices across both brands that it's hardly worth trying to save money by choosing one over the other for that reason alone. Hoka Vs. Brooks: Which Is Right For You? 'Since they are tackling essentially different issues, Hoka and On are not competing for the same runner,' says Dr. Jodi Schoenhaus, DPM with the Foot, Ankle and Leg Vein Center. 'Hoka provides treatment for a variety of ailments, including plantar fasciitis, sore knees and just spending too much time on harsh flooring.' In aiming to maximize comfort, the designs include wide-fit alternatives, high-stack midsoles and structured support. 'Comfort isn't a luxury; it's the main objective," Schoenhaus notes. "This explains why Hoka rules hospital halls and recovery runs alike. It's a brand designed to increase endurance and absorb impact.' On Cloud shoes, on the other hand, 'combine elegance and performance with precision,' explains Schoenhaus. 'The Speedboard plate and CloudTec pods sharpen the ride rather than make it softer. Every component of the design functions as propulsion, transforming it from a running shoe into a performance item that blends in perfectly with city life.' On Cloud shoes were designed with a fast-paced, fashion-forward athlete in mind—someone who demands the same level of performance from their equipment on the road as they do on the track, or when simply strolling down 5th Avenue. Long story short: Hokas are a great choice for more cushioning and support, especially if you stand on your feet all day, or have conditions like plantar fasciitis. And if you're looking for trendy styles that look good and perform, On Cloud shoes should meet your needs. Why Trust Forbes Vetted The gear review team at Forbes Vetted has tested, researched and reviewed a wide range of footwear options over the years, including everything from technical sandals to walking shoes to hunting boots . This piece was written by Steven John , a staff writer with Forbes Vetted who runs multiple times a week, on roads, trails and treadmills, and who has tested dozens of pairs of road and trail running shoes over the years. , a staff writer with Forbes Vetted who runs multiple times a week, on roads, trails and treadmills, and who has tested dozens of pairs of road and trail running shoes over the years. The story was edited by Forbes Vetted gear editor Cam Vigliotta who has extensive experience testing gear and apparel, including footwear. His recent reviews include the Hoka Clifton 10 and Brooks Ghost 17. who has extensive experience testing gear and apparel, including footwear. His recent reviews include the Hoka Clifton 10 and Brooks Ghost 17. John spoke to several experts for this piece, including: Dr. Jodi Schoenhaus, DPM with the Foot, Ankle & Leg Vein Center; Dr. Samantha Landau, a faculty member at New York College of Podiatric Medicine; and Dr. Daniel J. Cuttica, a board certified orthopaedic surgeon with The Centers for Advanced Orthopaedics. Both Hoka and On Cloud regularly launch new and updated shoes, so we will periodically revisit and update this piece to be sure it contains accurate and relevant product information. It was first published in July 2025.
Vogue Singapore
2 days ago
- Business
- Vogue Singapore
'Our mission is to ignite the human spirit through movement": On CEO Martin Hoffmann on the brand's flagship store opening
Founded in the Swiss Alps, ever since its inception in 2010, On has been a key player with its distinct performance technology—pushing the boundaries of innovation in sportswear and rethinking what performance truly means. Its latest venture brings the brand's signature 'Dream On' retail experience to Singapore's Jewel Changi Airport, marking its first flagship in Southeast Asia with a sleek, two-storey space. At the helm of this innovative sportswear brand is Martin Hoffmann, CEO and CFO of On, who we had a chance to sit down with prior to the store's grand opening. The newly opened On flagship at Jewel Changi marks the Swiss sportswear brand's first step into Southeast Asia. Courtesy of On 'Southeast Asia wasn't our initial priority,' Hoffmann shares. 'But we've seen an incredible surge in demand across the region, and this store is just the beginning of our journey here.' He adds that a location in Bangkok is next on the roadmap, with a test store already up and running in Jakarta. Upon stepping into the store, visitors are immediately greeted by the fresh tonal grey interior—a space that feels both immersive and calming, designed to allow ease of movement. And speaking of movement, the store's signature Magic Wall slides open easily, allowing visitors to access footwear for quick try-ons—aligning with the brand's focus on an easy and comfortable retail experience. Sliding open effortlessly, the Magic Wall invites visitors to explore footwear with ease and comfort. Courtesy of On As for the footwear itself, the designs are thoughtfully segmented into different categories: performance zones for runners and athletes, and lifestyle zones for everyday use or light activity. One standout moment is the newly launched Zendaya capsule collection—a comprehensive line of training gear that includes apparel, footwear, and accessories. Founded by a former professional triathlete and a designer with roots in architecture, On lives at the intersection of performance and precision. Their signature silhouette—with signature CloudTec soles punctuated by holes—redefine what performance gear can feel like. And while their roots lie in running, the product universe has expanded into trail, tennis, training, and lifestyle—each infused with the brand's ethos: performance first, and lifestyle second. The store's performance and lifestyle zones showcase On's signature CloudTec soles in versatile designs. Courtesy of On Jewel's location pick was also intentional. With its lush indoor waterfall and global foot traffic, the mall mirrors the Swiss brand's own values: innovative design and accessibility for its users. 'It felt like the perfect spot,' Hoffmann notes. 'The environment reflects our design values,' Hoffmann shares. 'And because it's at the airport, we see a lot of tourist footfall—which is a huge driver for retail.' But beyond the store's sleek façade lies a deeper strategy: bringing the full On brand experience directly to consumers. That includes not just product, but also local run clubs, collaborations, and community activation. 'Our mission is to ignite the human spirit through movement,' he shares. 'Whether that's a fast run, a slow jog, or just a walk—there's a product for everyone.' 'The design isn't just about how it looks—functionality comes first, the look comes second' And when it comes to sustainability, the sportswear brand already has a few initiatives in place. On's Cyclon program—a circular, subscription-based shoe initiative—is one of the brand's most ambitious environmentally-friendly ventures. Customers return their used shoes, made from a single recyclable material, to be remade into new ones.'It's a fully circular product,' Hoffmann explains. 'It's designed to be returned, disassembled, and then re-used.' While the program isn't available in Singapore yet, its ethos represents On's larger goal: to make sustainability actionable. As for the sneaker space itself, which often skews status-heavy, On is staying grounded. 'We're very aware of the tension between performance and hype,' Hoffmann says. 'But for us, success is measured by how many people are actually using our products in real life. Not just how they look on Instagram.' Collaborations like Loewe x On have also brought design-world prestige, but the heart of the brand still lies in Zurich, where scientists, engineers, and creatives work in tandem to create products that place performance as their priority. Inspired by the spirit of movement—a tonal grey palette and sleek interiors create a purposeful space where design meets function. Courtesy of On Still, that doesn't mean compromising on visual appeal. 'The design isn't just about how it looks—functionality comes first, the look comes second,' Hoffmann explains. 'The most comfortable chair can also be the most beautiful one. It's not either-or—it's both.' That belief underscores everything On creates: gear that's engineered for action, but designed to turn heads too. With Southeast Asia's climate in mind, localised products are also in the pipeline: breathable silhouettes, easy slip-ons like the Coast, and apparel tailored for the region's lifestyle. 'Southeast Asia's quite humid, it's quite hot in the summer months—maybe you don't always want to wear sneakers,' Hoffmann explains. 'We have a slip-on sneaker called the Coast, and offering products that suit Southeast Asia's lifestyle is important to us. It'll be the same with apparel as well.' Hoffmann explains. And really, that's the heartbeat of On: designed to move with the wearer—regardless of the weather, activity and wherever the road (or trail) leads.
Business of Fashion
30-05-2025
- Business
- Business of Fashion
Why Hoka Is Slowing and On Keeps Growing
In the race to become the next sneaker giant, Hoka's pace is flagging while On shows no signs of slowing. The two European brands are regularly mentioned in the same breath as the challengers shaking up the running market and putting a scare in behemoths like Nike and Adidas. Hoka was born in the French Alps in 2009, On in the Swiss Alps in 2010. Both are known for their distinctive midsoles — an exaggerated, stacked platform in Hoka's case, and an array of tubular segments in On's — and just as importantly, for their runaway growth over the past several years. But recently, their paths have diverged. Last week, Hoka-owner Deckers Group reported that Hoka's sales increased just 10 percent in the quarter through March 31, with growth in its direct-to-consumer channels of 23 percent. Those numbers would be welcome to many companies, but they signalled a significant deceleration from Hoka's typical growth rates, sending Deckers' stock down more than 19 percent since, as investors wonder whether the brand is losing momentum and seeing performance more typical of a mature brand. On, meanwhile, reported 43 percent year-on-year growth in the same period, beating Wall Street's expectations. Sales in its DTC channels grew 45.3 percent. Hoka and On's growth rate diverged this earnings season. (Lei Takanashi /Business of Fashion) 'Overall, Hoka has had tremendous growth, but there is increasing competition, and the need to constantly update and innovate is required to continue to maintain the growth metrics,' said Dana Telsey, chief executive of Telsey Advisory Group, which downgraded Deckers' stock after its recent results. The question now is whether the slowdown is temporary. Deckers' leadership attributed Hoka's results to slower acquisition of new customers due to macroeconomic uncertainty; high levels of promotion for outgoing product models as the brand introduces new ones; and shoppers opting to move towards wholesale accounts to try on and buy new products, which hit its DTC sales. It expressed confidence that performance will pick up as it moves through these issues. Both Hoka and On, however, are looking for their route forward as they strive to maintain their growth, and they could see different levels of success in their strategies. For Hoka, a brand that built its customer base around performance-running, it's working to reach a new lifestyle consumer, evident through actions such as its first luxury collaboration with Marni this year. For On, which has long-established wholesale relationships with fashion and lifestyle retailers around its CloudTec sneakers, as well as an ongoing collaboration with Loewe, the brand is shifting gears to emphasise more innovative performance-focussed products, like its Cloudboom Strike sneakers made with LightSpray technology that podiumed the Kenyan distance runner Hellen Obiri at this year's Boston Marathon. The Hoka-Marni Bondi 3LS was released on April 4 in four colorways. (Hoka) Victor Diaz, founder of the fashion-forward specialty running retailer Renegade Running, believes both brands have achieved recent wins with their respective strategies. Diaz currently finds that the best middle and long-distance elite runners today are running for On rather than Adidas or Nike. And when it comes to high-heat lifestyle sneaker releases, he believes Hoka has quickly come up to speed with collaborations and can rival larger brands such as New Balance. But On's current streak of innovation around supershoes could leave Hoka in the dust. 'Hoka hasn't crossed that threshold yet. They're still struggling to find their racing shoe or their fast shoe,' said Diaz. Strengths and Weaknesses Diaz said that Hoka and On are both strong brands that customers continue gravitating towards for different reasons. When it comes to who's currently winning in regards to selling high-priced innovation, he finds that his 25 to 35-year-old customer base is paying up for On's premium supershoes, such as its $330 Cloudboom Strike LS sneakers or its $220 Cloudmonster Hyper. Hoka has lagged behind on innovation in his view, and while it continues to resonate with trail runners, it's still catching up to On in the lifestyle market. However, he feels both brands are losing grip of a middle-market they once dominated and allowing larger players to grab a hold, pointing to shoes such as Adidas' Adizero EVO SL and Asics' Novablast. 'There are shoes [by Asics, Nike and Adidas] that just feel more lively than anything that Hoka and On are doing in that middle-range, $140 to $160 price point,' said Diaz. Hoka is hoping to reassert its grip with recent updates to franchises like the Bondi 9 and Clifton 10, but its rollouts for these products haven't gone as smoothly as planned. The brand has only had limited colour assortments upon release, while discounted pairs of older styles have remained widely available through wholesale channels, eating away Hoka's DTC sales. On, meanwhile, has been able to mitigate any competitive challenges with a more diversified offering that includes products for tennis, hiking and training. These categories also open up more avenues for future growth. 'New categories build a broader positioning for the brand as it grows into a perceived white space in the premium segment of the market,' wrote William Blair consumer research analyst Dylan Carden in a recent research note. 'Power of the brand in turn opens new categories, where the company will follow a similar playbook, building performance credibility from which it can offer broader lifestyle products.' Setting a New Pace But analysts who are still bullish on Deckers believe Hoka's slower growth this quarter wasn't about cooling demand. UBS analyst Jay Sole, for instance, said in a recent note that he anticipates Hoka's growth will improve with more colours arriving for its best-selling franchises, old products being cleared out and other new product launches coming down the pipeline. 'I'm not really seeing the demand erosion,' said Sam Poser, a Williams Trading equity analyst. 'My guess is in their next quarter, we're going to see some kind of a flip where the domestic DTC business in the US inflects positively and is better than wholesale.' Hoka is also gaining ground outside of the US as it builds awareness globally. Deckers shared on its recent earnings call that Hoka's international sales now represent 34 percent of its total revenue, with chief financial officer Steven Fasching adding that 'internationally [Hoka] would outpace what we're seeing in the US.' Deckers' chief executive Stefano Caroti shared that Hoka was 'moving up brand rankings' with specialty partners in the UK, Germany and Italy, and that it was 'increasing its partner footprint in key cities' in China. The brand is approaching international growth in a meticulous and cautious way by focussing on sell-ins rather than sell-throughs, according to Poser. And even with brands like Nike and Adidas putting out new running styles that are clicking with shoppers, Hoka remains a well-known — and trusted — name in the running world. 'Very serious runners, because of the risk of injuries, like to stick to products they already know,' said Cole Townsend, founder of the running-fashion newsletter and online directory Running Supply. For that reason, many runners will still gravitate towards Hoka for daily trainers. On, meanwhile, still has work to do to win over legions of more serious runners, though Townsend does believe the brand is making inroads with professional runners. Granted that lifestyle is a segment On has a stronger footing in, analyst Telsey believes that Hoka's authenticity and connection to customers such as Townsend will move them to try new offerings from Hoka, in running and beyond. 'They're going through a period of transition a bit given the new product that's being introduced,' said Telsey.
Yahoo
17-05-2025
- Business
- Yahoo
2 Monster Stocks to Buy and Hold for the Long Term
Dutch Bros stock soared over the past year, but the company is just getting started on expanding its locations around the U.S. On's CloudTec cushioning technology has made it one of the most popular footwear brands, with sales surging 43% year-over-year last quarter. 10 stocks we like better than Dutch Bros › Identifying up-and-coming brands can be a profitable investment strategy. There are promising new businesses starting to gain the attention on Wall Street in the restaurant and athletic wear industries. Dutch Bros (NYSE: BROS) and On Holding (NYSE: ONON) are reporting tremendous demand for their products, and it's reflected in their share price performance, as both stocks roughly doubled in value over the past year. Here's why these stocks are poised to deliver monster returns for investors over the long term. Dutch Bros' unique brand focusing on specialty beverages and friendly service is driving incredible growth. Finding new restaurant brands early in their growth journey can make rewarding stocks to hold for the long term, and this one is very promising. Revenue has consistently grown around 30% year-over-year over the last few years. This is driven by a combination of single-digit same-shop sales growth at existing locations, with the balance driven by new Dutch Bros shops. It reported a 29% year-over-year revenue increase in the most recent quarter, and management plans to maintain a steady pace of expansion, with 160 new shop openings planned for 2025. One thing that makes Dutch Bros an attractive investment is that the business has only just gotten started in tapping into opportunities to drive sales at existing locations. It is having success introducing new flavors to its coffee and energy-focused menu, with recent creations like cereal-flavored lattes and brownie batter mochas. Management credited its new flavors for strengthening its brand and driving outstanding financial results in the quarter. There's an infinite number of ways it can flavor and mix up its beverage menu to drive demand over the long term. This doesn't even count its food testing at some locations to potentially expand the menu into new sales opportunities. Dutch Bros just opened shop No. 1,000 in Orlando, Florida. It aims to have 2,029 shops open by 2,029. It should be able to expand to several thousand over the next decade and fuel multibagger returns for investors. Discovering Nike stock in the 1980s would have delivered wealth-building returns. On Holding might give investors another chance. This up-and-coming footwear brand is growing sales at high rates and already achieving a higher profit margin than Nike. On set a goal in 2024 to grow sales at an annualized rate of 26% through 2026, and it appears ahead of schedule. Sales surged 43% year-over-year in the most recent quarter. It is not only growing faster than other top athletic apparel brands, but its profit margin continues to climb. On is now converting more than 10% of its sales into profits, while Nike's margin has fallen to the single digits on a trailing-12-month basis. On's improving profit margin indicates that it is not taking aggressive sales tactics, such as discounting merchandise, to grow sales. Consumers are paying premium prices for On's advanced cushioning technology, which delivers a soft feel without hurting a runner's ability to explode on takeoffs. The company's sales momentum also reflects that its Cloud shoes are starting to gain traction as an everyday sneaker. It is reaching millions of customers across 80 countries. A great sign of growing brand awareness is that apparel sales are starting to take off, growing 40% year-over-year last quarter. With its annual sales closing in on $3 billion, the brand is gaining share in the athletic apparel industry, yet still small enough to deliver huge gains for patient shareholders. Management is focused on continuing to expand brand awareness, grow its online sales channel, and maintain healthy profitability. The strong demand for its product is pointing to excellent return prospects, as its stock performance already shows. Before you buy stock in Dutch Bros, consider this: The Motley Fool Stock Advisor analyst team just identified what they believe are the for investors to buy now… and Dutch Bros wasn't one of them. The 10 stocks that made the cut could produce monster returns in the coming years. Consider when Netflix made this list on December 17, 2004... if you invested $1,000 at the time of our recommendation, you'd have $642,582!* Or when Nvidia made this list on April 15, 2005... if you invested $1,000 at the time of our recommendation, you'd have $829,879!* Now, it's worth noting Stock Advisor's total average return is 975% — a market-crushing outperformance compared to 172% for the S&P 500. Don't miss out on the latest top 10 list, available when you join . See the 10 stocks » *Stock Advisor returns as of May 12, 2025 John Ballard has positions in Dutch Bros. The Motley Fool has positions in and recommends Nike. The Motley Fool recommends Dutch Bros and On Holding. The Motley Fool has a disclosure policy. 2 Monster Stocks to Buy and Hold for the Long Term was originally published by The Motley Fool Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Daily Mail
01-05-2025
- Entertainment
- Daily Mail
Every celeb has a pair of these £79 trainers - but can YOU get away with wearing the divisive trend?
There aren't many trainer styles that can count Gisele Bündchen, Zendaya and Kevin Bacon as fans. But they've recently all been snapped wearing a trainer brand that, quite honestly, wasn't even on our radar until about a year ago – and is quickly becoming the darling of celebs and influencers alike. The style in question? ON's running shoes. Yes, the ones with the weird bubbly soles that look like they belong in a sci-fi film. ON was founded just over a decade ago in Switzerland, as a performance running brand. Until now, their signature cloud soles have mostly been seen on ultra-marathoners and tech bros who grunt a bit too loudly in the gym. Now, they've strutted their way into the fashion world – and editors are not quite sure how to feel about it. View this post on Instagram A post shared by On (@on) From a practical level, the allure is obvious. Unlike trainers by high-fashion brands (I'm sorry, Balenciaga, I'm looking at you), they're actually designed for comfort. Radical, we know. Their signature CloudTec soles absorb shock like a dream and mean, whether you're headed to parkrun or your local Pret, you've got a literal spring in your step. Aesthetics-wise, they're a bit more controversial. I – along with Zendaya, J-Lo and Emily Ratajkowski – am very much won over. Gym classes are pretty much my entire personality, and ON Cloud's lime green mesh sneakers are the perfect way to brighten up my black sports bra and short set for the summer months. Not everyone, however, is a fan. YOU deputy digital editor Charlotte Vossen went on a date with a guy wearing a pair of ON Cloudtilt shoes, and she was so put off, she ended it early and unmatched him on Hinge. Ultimately, it's up to you to pick your side, but I'm going to try and convince you by compiling a few of my favourite pairs of ON trainers below. Because as far as I'm concerned, athleisure is always in… ON Cloudtilt Stretch Trainers £150 Shop Loewe x ON Trainers £375 Shop ON Cloud X 4 Trainers £140 Shop
