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From subscription to resale: On's Cyclon strategy reset

One of the things that had initially set On apart was its push into sustainability through its Cyclon subscription model. In ****, the company launched its Cyclon subscription as a first step in its circularity journey with the slogan “This is the running shoe you will never own,” where customers were given the option to lease shoes rather than own them.

The model revolved around On’s Cyclon running shoe, which was exclusively accessible only through the subscription and had a monthly fee of $**. Customers could exchange worn-out shoes for a newer pair while the used pair went for recycling, as it was made of materials derived from castor beans.