Sneaker disruptor On in creative link-up with FKA twigs as it adds categories

Fast-growing Swiss sneaker firm On has unveiled FKA twigs as its “creative partner” for its “new training vertical”. It’s an interesting development for a company that has until now focused more on link-ups with sports stars.

It said the artist, singer, and dancer “will help launch On’s training collection as the innovative sportswear brand enters new categories”.

The firm is deepening its investment in apparel and the brand is introducing its training collection in partnership with one of fashion’s favourite music stars “to offer bolder, high-performance pieces that enable any kind of movement”.

That makes sense for an artist known for her “avant-garde approach to dance, training, music, choreography, and creative directing, and [who] isn’t afraid to express herself through unique approaches to movement”.

Only this month she marked her debut with the Martha Graham Dance Company, and she’s also made an impact through her banned-then-unbanned Calvin Klein campaign that showed her impressive physique but was originally deemed too “sexual” by Britain’s ad watchdog.

On said that reflecting its own approach, “FKA twigs is constantly pushing boundaries and exploring new possibilities, while training her mind-body connection within the sanctuary of her studio”.

So what does the new partnership mean? Launching in September, FKA twigs will be the face of On’s AW24 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 mould of traditional training”.

The company said she “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”.

Co-CEO Marc Maurer said she “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.”

He added that the label’s “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.”