FKA twigs Joins On as Creative Partner for New Training Vertical
The multi-talented artist, singer, and dancer will help launch On’s training collection as the innovative sportswear brand enters new categories
ZURICH, Switzerland, April 29, 2024 - Today, On welcomed FKA twigs as its Creative Partner for its newest training vertical. As On continues to grow, expand into new areas and deepen its investment in apparel, the brand is introducing its training collection in partnership with FKA twigs to offer bolder, high-performance pieces that enable any kind of movement.
FKA twigs is renowned for her avant-garde approach to dance, training, music, choreography, and creative directing, and isn’t afraid to express herself through unique approaches to movement. Much like On, FKA twigs is constantly pushing boundaries and exploring new possibilities, while training her mind-body connection within the sanctuary of her studio.
Launching in September 2024, FKA twigs will be the face of On’s FW24 training collection, helping propel the brand into the training space. This collaboration and entrance into training is meant to inspire people to experiment with various types of movement that break the mold of traditional training. FKA twigs brings artistry and spirit to her partnership with On, while the brand’s high-performance product supports FKA twigs in self-expression and unrestricted movement during training and rehearsals.
“FKA twigs embodies On’s mission to ignite the human spirit through movement. As a disruptor across dance, music, creativity and movement, FKA twigs inspires us to remember that training can take shape in different forms – whether it's at the gym or in the studio,” said Marc Maurer, On's Co-CEO. “Our entrance into the training space will take On to the next level. We hope to bring a functional and innovative approach to training footwear and apparel, much like we’ve done within the running space. In collaboration with FKA twigs, we want to create revolutionary, high-performance training gear.”
“As a person who has always used my body as a core part of my art and expressive language, I am absolutely delighted to announce my role as creative partner at On. I hope that within my collaboration I can not only present to the world chic and original designs, but also share and amplify my own personal belief that the way we move our bodies and the time that we spend connecting our mind, soul and physicality is one of the most integral parts of the human experience.”
In March 2024, On launched the Cloudpulse, its first training shoe for the gym, HIIT workouts, or cardio – marking the brand’s entrance into this new footwear category. In addition to the Cloudpulse, On is launching its apparel training collection this summer so you can train in a full kit.
Explore the On x FKA twigs partnership HERE. To shop the Cloudpulse, visit on.com or one of the brand’s 23 stores around the world.
See press kit HERE.
About On
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.
On is present in more than 60 countries globally and engages with a digital community on www.on.com.