Art/Design, Sports

Sportswear label On brings Creativity to the forefront

An immersive experience.

words by: Sahar Khraibani
Sep 22, 2022

It is always refreshing to see sportswear brands that connect links between creativity and movement. These two disciplines are often overlooked in correlation to one another, when in reality, they have a great influence on each other. Sportswear brand On has actually placed creativity at the center of its brand. During Art Basel 2022, On organized tours of the historic sites in the city, going through its greatest artworks.



Their installation, which was called On Structure, was on view during Art Basel and misted passersby with cool water. This not only provided a cool reprieve for artists and collectors that were buzzing through the streets of Messeplatz, but it was also a great ad campaign to debut and put out there the running shoe label that has innovatively used art as the center of its creation.


Former Swiss Ironman champion, Olivier Bernhard, and his friends, David Allemann and Caspar Coppetti, launched On in 2010 with the purpose of revolutionizing the running experience. With the help of innovative cushioning technology, which was inspired by Bernhard’s experiments with a garden hose, running shoes with a gentle landing and bouncy release were made. Research by the Swiss Federal Institute of Technology found that over time, this technology has enabled athletes to run at much lower pulse rates and blood lactate levels.


According to their website: “On was born in the Swiss alps with one goal: to revolutionize the sensation of running. It’s all based on one radical idea. Soft landings followed by explosive take-offs. Or, as [they] call it, running on clouds.”


During Art Basel 2022, the brand debuted their “Sound Walks,” and though this is set to appear in the upcoming iterations of Art Basel, On continues to offer virtual walks through nature on their website.


The immersive motion-activated sound walks can virtually transport you to all 3 cities that host Art Basel: Basel, Miami, and Hong Kong. These walks feature natural sounds mixed with ambient soundscapes and clear, calming pictures. Even better, they’re motion activated, which means that in order to enjoy them, you’re urged to move around, which is a fundamental part of On’s philosophy.


The fact that a sportswear brand is collaborating with a major art happening is a great indication of the inherent relationship between movement and creativity. And though a lot of sportswear brands do favor creativity when it comes to their designs, not many running-centered brands partner with art festivals in the way that On is.


Catch more about sportswear brand updates with Kanye West’s IG rant about adidas.


Photos via On