southern wellI first heard about the "ON" brand in 2013.

Yamamoto.I think it was around 2015. I first recognized them as one of the so-called "third wave" brands in the running category, such as Hoka Oneone and Altra. I was particularly impressed with the sleek design of "ON".

Inoue.When I was looking for a new sneaker brand to carry at B:Ming by BEAMS, I came across "ON". Even though I had no prior knowledge of the brand, from the very beginning I thought, "This brand is interesting! I thought, "This brand is interesting! Later, I saw it at a select sports store and thought it was cool. So we started carrying it in 2017.

southern wellWhat was the first model you wore?

Inoue.The "Cloud" is the most basic model of the "ON" line. Thanks to the rubber strings, they are easy to put on and take off. Regular laces are included in the package, but they are easy enough to run in as is. Since running a full marathon, my knees have been prone to pain, but when I ran in the "Cloud," I was also impressed that I did not experience any knee pain.

Yamamoto.I first tried "cloud" and "cloudflow" at the same time late last year. The first thing that surprised me was how excited I was to unbox them. That's how sophisticated the shoe box design is. Moreover, when I opened the box, I found an owner's card along with the shoes. It shows the spirit of hospitality as a brand, doesn't it?

southern wellThe first time I put them on, they were so comfortable that I suddenly ran 30 kilometers, right?

Yamamoto.That's right (laughs). I was so excited just by opening the box that my expectations for the comfort naturally rose as well, and I decided to enjoy the performance to the fullest. When I actually tried them on, I was pleasantly surprised by the cushioning as well as the powerful rebound, and I ended up running 30 kilometers in them (laughs). (Laughs.) While they have such high performance, they also have a sharp form and beautiful color combinations. It was inevitable that they would attract attention from the fashion scene.

southern wellWhat do you think about the fact that you are rapidly gaining market share as a sports brand?

Inoue.The speed is amazing. I have the impression that awareness is increasing on a global scale. I go on a business trip to New York once every six months, and I feel that the number of people wearing them on the streets there is increasing as well.

Yamamoto.Originally, many triathletes loved these shoes for triathlons, but recently they have been offering trail running shoes as well. As one who enjoys trail running, I am also interested in the comfort of these shoes.

southern wellIn 2018, I ran overseas marathons in Hapalua, Gold Coast, Berlin, Honolulu, and Chiang Mai, and I thought the percentage of race day wear has increased significantly compared to a few years ago. Also, more and more people are wearing "on" in casual situations, what do you think is the reason for its acceptance?

Inoue.The simplicity of the design and the fact that it is not too sporty are the charms of "ON", aren't they? I think that is why it is easily accepted in casual situations. The coloring and use of materials is clearly different from other sports brands, and very stylish.

Yamamoto.The simple design, sharp forms, and color variations are all beautiful, and the shoe boxes are wonderfully designed. The brand ON itself is art-directed to a wonderful degree, which is very appealing. I myself was excited from the moment I opened the box (laughs).

southern wellIn Europe, I often see people wearing gray flannel pants or checked wool pants with "Cloud" in black or navy, and I think it looks cool.

Inoue.I often wear them with slacks, as I did with today's outfit. I think clean styling suits "ON". It's easy for adults to match. It goes well with suits and jacket styles. Also, they go well with skinny silhouette pants. The world is seeing a strong trend toward the voluminous style of dud shoes, but I think "ON" is at the opposite end of the spectrum and is able to make a strong statement in the market.

Yamamoto.As a product, it has a mode appearance, so I think it would be good to match it with a chic style. I think it would be better to avoid a sporty style just because they are a sports brand and running shoes.

southern wellDo you have any ideas for how "ON" could be more acceptable in the fashion scene, like if there were more coloring or material mixes like this?

Inoue.There was an item that I am very interested in for the next season. I can't go into details. Personally, I think you are already offering new suggestions around "cloud".

Yamamoto.Rather, I think it is important to maintain our current stance. I think that if we continue to create well-designed products while pursuing pure performance, we will naturally gain more fans.

southern wellDo you have any requests for "ON," whether for fashion or performance?

Inoue.I would like to see an expansion of apparel as well as shoes.

Yamamoto.Certainly the design of the apparel would be cool, too. Personally, I would love to see apparel that follows the regulations for long trail running races. I think it would change the landscape of trail running because of its unique world view.

southern wellWhile growing rapidly as a brand, it still has a lot of potential, doesn't it? How will "ON" make its presence felt in the running scene as well as in the sneaker and fashion market in the future? Let's keep an eye on it.