Swiss footwear company On is rapidly expanding production of its innovative “LightSpray” shoes, featuring a unique sprayed-on foam construction. The company, which has grown into a $3 billion enterprise, is betting big on this unconventional design as a core part of its future.
The LightSpray Revolution
On’s latest move involves opening a new production facility in South Korea to dramatically increase output of its LightSpray series. These shoes stand out due to their single-piece toe box created using robotic spraying of “hyper-foam” plastics – 40% of which is bio-based. This minimalist approach, using just eight pieces per shoe, is marketed as a way to reduce the carbon footprint.
The LightSpray Cloudmonster 3 Hyper is the latest iteration, building on the earlier Cloudboom Strike LS. It offers 20% more foam cushioning, appealing to runners who prefer a softer ride. The shoe will launch first in North America on March 5, followed by a global rollout on April 16.
Pricing and Performance
The LightSpray Cloudmonster 3 Hyper comes in at $280, slightly cheaper than the $330 Cloudboom Strike LS. Despite being a bit heavier at 205 grams (vs. 170 grams), the shoe aims to broaden the appeal beyond elite athletes. On plans to release more LightSpray products later this year.
Why this matters: This is part of a broader trend of brands experimenting with advanced manufacturing to reduce waste and costs. The LightSpray process could be a game-changer, but success depends on scaling production efficiently and convincing consumers to adopt the laceless, sprayed-foam design.
Beyond LightSpray: On’s Broader Strategy
On isn’t betting solely on this radical approach. The company is also launching the traditional laced-up Cloudmonster 3 alongside the LightSpray version. This suggests a hedging strategy: continuing to serve mainstream runners while pushing the boundaries with experimental designs.
The long-term outlook: On aims to scale up LightSpray production “within the next few years,” but the market for laceless, slip-on shoes remains uncertain. While Nike offers similar options, On is doubling down on its oversized cushioning – a bet that consumers will continue to prioritize comfort over a more minimalist running experience.
Ultimately, On’s success will hinge on whether it can convince enough runners that sprayed-on foam is the future of footwear.
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