On Running is a Swiss based company founded 2010 in Zürich by two friends who teamed up with professional athlete Olivier Bernhard. In 2019 they had 400 employees and generated a turnover of more than US $20m and claim to have grown +60% during the pandemic. Their appeal is based on a Swiss patented technology which equips its $195-278 pairs, sold in 4,000 stores over 50 countries.

They have announced on 15th of September the release of a new pair of shoes, made at 50% with bio-based material, which will not be available on sale but only on subscription, for $29.99 a month. The trick? You receive a new pair every 6 months and they take back the old ones.