Loewe and On’s collaboration embraces human connection, literally

Loewe and On’s latest collaboration features an on-point social campaign designed to celebrate personal connection. But how exactly did the Swiss brand get so hot right now?

I was today years old when I realised that practical trainer brand, On is not in fact called ‘DQ’, as it seemingly appears on the logo. This was made apparent thanks to its latest advert: a collaboration with the equally mispronounceable luxury fashion house, Loewe.

It turns out the two brands have been collaborating since 2022, with several notable collections, blending Loewe's luxury aesthetics with On's performance-driven designs. The inaugural collection introduced the ‘Cloudventure’ sneaker, reimagined with Loewe's distinctive design elements. The Cloudtilt sneaker followed in 2023, featuring On's CloudTec® Phase technology, providing seamless cushioning from heel to toe, and a knitted sock construction with speed laces.

They’re now up to five collaborations in total, which I’ve checked out, and already regret not asking for for Christmas. The latest ad (more on that in a bit) also prompted me to question how exactly On has risen to prominence of late in such a competitive market. Indeed, the brand’s Q3 earnings report released in November, projected it to achieve $2.6bn in sales, representing a remarkable 32% year-over-year growth on a currency-adjusted basis.

Star power

This secret behind On’s success has been the brand’s strategic moves to pivot into popular culture. 

Superstar Zendaya was appointed as a brand ambassador shortly before it debuted the groundbreaking LightSpray super shoe, featuring a revolutionary spray-on upper constructed by robots.

May 2024, meanwhile, saw an even more groundbreaking move when On partnered with Loewe to launch a high-end capsule collection. The lineup featured outerwear priced at over $1,000 and an elevated $550 version of On’s Cloudtilt sneaker, a significant markup from the standard $160 price tag.

While the apparel garnered attention, the sneakers caused an internet frenzy, dominating conversations across social media. The original Cloudtilt Loewe 2 achieved top billing as the “hottest product” on the influential Lyst Index for Q2 2024, which analyses data from 200 million users.

A refreshed version of the On Cloudtilt Loewe 2 dropped on January 8, 2025. The updated collection includes three new colourways alongside all-white and black-and-tan versions.

Social success

Which brings us neatly to the latest On and Loewe campaign, a social spot that literally spells out the brands’ respective names using pure people power.

In a world of social disconnection, it’s somewhat ironic that social media is the medium by which human interaction is being championed. But here we are.

Like On’s simple but practical USP, the ad’s gimmick doesn’t break any rules but works as an attention-grabbing bit of fun. And we’re here for it.

Lead image: Loewe Instagram post.