On's New Foam Gets Its Runway: October 1

On is introducing a new Superfoam midsole, and by the company's own account, it did not come together overnight. President Scott Maguire calls the process "intense, geeky chemistry," months of it, before the formula was ready. The payoff arrives October 1, when the foam makes its debut inside the Cloudsurfer 3. For a brand built on engineering over embellishment, a launch date is basically a receipt.

With reporting from WWD.