Why is On so popular?
Fuinam: By the way, you’re both buyers—what are your respective roles?
Tokunaga: I was in charge of “On” for about two and a half years starting around 2023. It felt like I was right there, witnessing firsthand the moment when “On” began to gain traction as both a fashion brand and a sneaker brand.
Miyazaki: I’m currently in charge of “On.” I haven’t been in this role for very long, but I’m learning the ropes as I go.
Fuinam: I’d like to ask you both this again. “On” has really been popular these past few years, hasn’t it? Why do you think it’s grown so much?
Miyazaki: I think it spread because people felt like they’d “discovered a treasure.” They’d see someone wearing them on the street, think, “What are those shoes? They look cool,” and look them up. I get the impression it spread gradually, in a grassroots way, from there.
Fuinam: It’s kind of like the sense of superiority that comes from being the first to notice something.
Miyazaki: I think so. And then, of course, there’s the design. The shape of the sole is unique, and you can tell it’s “ON” at a glance. I think many people are drawn to that innovative spirit.
Fuinam: Is comfort a big factor?
Miyazaki: Of course. It’s not just about the look—they’re actually lightweight and comfortable to wear.
Tokunaga: First and foremost, the premise is simply that the product is great. On top of that, I think the growing health consciousness since the pandemic has also played a major role. Just as more people were taking up running and walking, 〈On〉 offered both high performance and a stylish design. I think that’s what made it a perfect fit for the times.
Fuinam: That's true. It's healthy, urban, and has an intellectual vibe to it.
Tokunaga: What’s more, it’s not just functional—the brand’s approach, which encompasses environmental considerations and material selection, feels very contemporary. I think that’s part of the reason it’s so popular.
Miyazaki: The current “On” lineup isn’t limited to just the classic models—we’re adding more new models and new colors as well. I hope you’ll try out a variety of options instead of just sticking to your preconceptions. I’m sure you’ll find yourself thinking, “Oh, they have this, too?”
Tokunaga: We have cloud-based services, Roger, and Trail. The lineup is actually quite extensive. That’s part of what makes it interesting.
Miyazaki: The appeal of 〈On〉 is that it truly delivers on both style and comfort. We carry a wide variety of styles at “Atmos,” so I hope you’ll find the perfect pair for you.
