Loewe’s collaboration with On began like many luxury-sport pairings do, with a headline sneaker and a carefully staged campaign. Two years on, it reads less like a limited capsule and more like a shared operating model. The project has matured from color and material tweaks to a fully co-designed silhouette and a seasonally refreshed wardrobe, giving both sides something they could not build alone. For Loewe, the alliance offers credible entry into the language of performance and outdoor without diluting its craft codes. For On, it provides a luxury halo, editorial storytelling, and shelf space in fashion’s most coveted channels.

The Problem They Set Out to Solve

Fashion’s appetite for sport has outlasted the trend cycle, but the market is crowded with logo-swaps that burn hot and fade quickly. In 2022, Loewe and On answered a different brief. Rather than chasing a single viral shoe, the partners designed a path from novelty to continuity. They framed the collaboration around movement and everyday performance, a narrative broad enough to sustain multiple seasons, yet specific enough to justify new fabrications, constructions, and price architecture. The result is a proposition that invites purchase beyond a collector’s first pair.

The first wave in 2023 elevated On’s familiar cushioning platforms through Loewe’s materials and finish, debuting silhouettes like the Cloudtilt that merged Swiss engineering with Spanish craft. But the collaboration did not stall there. By Spring–Summer 2024, it expanded into ready-to-wear with technical jerseys, outerwear, and weatherproof layers that sat naturally beside the footwear rather than serving as merch for it. That shift mattered commercially because it encouraged attachment, with tops and outerwear riding along with footwear, and strategically because it reframed the project as a lifestyle system instead of a one-off object.

The co-design milestone arrived in 2025, when the partnership introduced the Cloudsolo, its first fully co-developed silhouette, marking a shift from color updates and reinterpretations to genuine product creation—one that required shared intellectual property, synchronized design timelines, and a unified production process. The new model represent aesthetic harmony and symbolized operational trust, turning what began as a collaboration into a brand platform with its own identity and cadence.

Visually, the storytelling evolved in parallel. In 2023, campaign imagery by Thibaut Grevet leaned on athletes, movement, and city backdrops to introduce the idea of performance through a luxury lens. By 2024, the narrative transitioned toward contemporary dance and natural landscapes, captured through the lens of Ryan McGinley, who brought softness and emotional depth to the visuals. In 2025, the film directed by Bleunuit and choreographed by MazelFreten cemented the new tone, adding movement as artistry, authenticity as currency, and product as the enabler rather than the centerpiece. Each season refined the message that performance, in Loewe’s hands, could feel poetic rather than performative.

Over three years, it built a steady rhythm of anticipation and delivery, showing that a collaboration could mature rather than expire.

How the Campaign Talks

The introduction of a new silhouette developed from the ground up marked a turning point. Co-design requires shared IP, aligned timelines, and real manufacturing commitment, all of which signal that this is a partnership with teeth. It also changes the creative brief. When the shoe is yours together, storytelling no longer needs to borrow credibility; it can document the make, the motion studies, the testing, and the craft. Consumers feel the difference, even if they cannot name it.

Visually, the collaboration has evolve to adopt a restrained, confident tone. Early imagery leaned into athletes and urban movement; later work turned toward choreography and contemporary dance, placing performance in dialogue with Loewe’s art-world adjacency. Films and lookbooks move between city and nature, close-ups and wides, soft light and hard edges, making the pieces look lived-in rather than museumed. The language resists superlatives and trusts the product. That restraint pays off in credibility with On’s performance core and in cultural cachet with fashion audiences who have seen too many high-gloss teases with little to back them up.

Why The Collaboration Worked

Most brand pairings are marketing ideas with supply chains attached. Loewe and On flipped that order. They built a supply idea with marketing wrapped around it, starting from a clear design point of view and then scaling into channels, seasons, and formats. That is why the project looks stable when others fray. It shows how a luxury house can court performance authenticity without cosplay, and how a performance brand can climb the style ladder without abandoning its engineering core. In a market long on noise and short on endurance, the partnership reads as a case study in how to turn movement into a business rather than a moment.