LOEWE and On Running have teamed up for a collaborative Cloudtilit sneaker. The co-branded lifestyle shoe is made with movement in mind, building on Swiss engineering and developing On’s shared exploration of craft and technology.
The Cloudtilt is the first shoe in On’s lifestyle range to incorporate CloudTec® Phase: a computer-generated midsole technology that offers cushioning with fewer components for a smooth ultra lightweight ride. Fine-tuned using finite element analysis software that stimulates walking stress on the legs and feet, these are shoes designed for long days on your feet.
The campaign is shot by Thibaut Grevet and celebrates the craft of movement and collaboration. Films and stills showcase a range of talent who embody a dynamic array of approaches to physicality and movement, including gymnast Yonghon Huh and dancers Roy Kaneza and Hortense de Gromard. Also featured are BMX rider Cindy Dos Reis, animal flow instructor Stefan Crainic, the first ever female Emirati motor racing driver Amna Al Qubais, and Olympic race walker Liu Hong.
Both LOEWE and On Running are brands that share a passion for performance and craft, albeit in different sectors. This collaboration showcases the parallels between luxury fashion and lifestyle sportswear, further putting forward the argument that we are on the way to a comfy shoe revolution thanks to the likes of Kiko Kostadinov, who has been a long-term collaborator with ASICS.
Jonathan Anderson has rewritten the rules of what a luxury fashion house can be ever since taking the helm at LOEWE in 2013, as proven by his comical Balloon Heels and pixelated clothing. Collaborating with On furthers this contemporary approach and expands on the brand’s casual footwear offering, which has been seen in the extremely popular LOEWE Flow sneaker.
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