In order to reduce raw material and the CO2 impact, the Swiss trainer manufacturer On Holding invented a subscription model, with the obligation to return used running shoes. The pilot was launched in the U.S.A.
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In June 2022, the listed sportswear company On Holding (2021 sales of US$746 million, up 70%), launched a sustainable trainer in the U.S.A. called Cloudneo. 10,000 of these running shoes were shipped last month to U.S. customers, can be shredded, melted into plastic pellets and then turned into new shoes.
The company, chaired by Martin Hoffmann, describes the model as “the shoe you will never own”.
In terms of R&D, the shoe is made from just nine materials, compared to dozens for other...
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