The future of running sneakers is spray-on

If the trend of the thick-soled sock trainer seemed to have disappeared, after the boom of models such as the Balenciaga Speed a few years ago and the current rise of ‘grounding’ shoes, such as the Vibram FiveFingers or sock shoes, the technical sportswear brand On says it is ready to turn the trend around. With the launch of the LightSpray system, the company is able to produce shoes in three minutes using a robotic arm. The tool sprays a spray onto a mould fitted with a sole and, practically from nothing, a trainer with the cushioning and aerodynamics of a marathon runner comes to life. On is now considered one of the leading technical pioneers in the sportswear industry. With inventions aimed at optimizing athletic performance, modern designs, and a marketing plan that mixes high-profile celebrities like Zendaya with collaborations with luxury brands such as Loewe and internationally renowned athletes like Roger Federer (who is also an investor, since 2019), the brand has established itself in both fashion and sports. Now, On's latest technology explores a new chapter in the design of running shoes: the LightSpray system is capable of producing sprayed sneakers in just three minutes. They have the shape of a sock and fit comfortably on the foot, thanks to their grip they improve the wearer's aerodynamics while saving on textile waste, time, and the environmental impact required by the supply chain. The sneaker is "sprayed" by a robotic arm onto a mold, although, as the brand clarifies, the process still needs "human support" to function. On communicates that the first sneaker produced with the LightSpray system is the CloudStrike Boom LS, designed for professional athletes and on the market at a price of $300. The idea is to expand the technology to other models, the brand says, and to make it more affordable within a few years.

Together with its rival Hoka, On is winning over a large share of consumers in the sportswear market, both in the pro and amateur sectors. Thanks to technological innovations like the Lightspray system and a well-calibrated communication plan between pop culture and sports, the Swiss brand has almost achieved the same results as giant companies like adidas and Nike. As reported by Esquire, On has won the title of fastest-growing sportswear brand of 2024, with an expansion of between 70 and 80% year-on-year for the past seven years. Launched in 2010 by the mind of Olivier Bernhard, a Swiss triathlon athlete, the brand became famous thanks to a particular sole made up of soft holes that allow for greater cushioning - the first prototype consisted of the union of small pieces of water pipe. While until now the most recognisable detail of On has been the CloudTec sole, with the LightSpray system the brand tries to explore new stylistic territories. For now, On's new invention looks like a success, although some reviews question how long a sprayed frame can actually last. Meanwhile yesterday, during the New York marathon, champion Hellen Obiri won second place wearing On's LightSpray shoes.