On asks runners to subscribe to, not own, castor bean trainers.
Swiss running shoe brand On has launched both a new shoe and a new shoe-ownership model with the Cyclon trainer. Consumers “subscribe” to, rather than purchase, the recyclable running shoes made from castor beans.
“This is the running shoe you will never own,” the brand says in introducing the Cyclon. Consumers are to run in the trainers, return them and then receive a new pair. “Own the run, not the shoe.”
The subscription service costs around €30 per month. A one-time payment grants consumers access to the Cyclon service and serves as the first monthly payment. Shoe are available on a first-come, first-served basis. Shoes are shipped to a given region once a minimum demand is met.
Until then, the company says, subscribers will have “exclusive access to development updates as we fine tune this revolutionary product” and “some subscriber-only treats in between”.
