Feature
The Swiss Sneaker Brand Outrunning Nike and Adidas
Ons have a confusing name, weird soles and a funny logo. The company that makes them is also dominating the running shoe and comfy sneaker boom.
Vinnie Petrarca is the unlikely face of the latest running boom—or running shoe boom, rather. The real estate broker spends much of his life on his feet, strolling with clients along the endless boardwalks of Fire Island, New York. For years he wore New Balance sneakers on the job. Then he watched a proliferation of new brands appear on his neighbors’ feet—in particular, sleek sneakers with a squishy row of tubes that doubled as the sole. After hearing friends rave about their comfort, he finally ordered a pair in the summer of 2023, though he only had a rough idea of what he was looking for.