On, a sustainably-minded Swiss running and athletic company, uses their website to dive into the technology of their high-performance products, reinforce their sustainability, and showcase On Running’s community.

The navigation provides multiple points of discovery for both their products and the brand. In addition to products, they also their product finder, events, stories, and their store locator in the navigation. 

On surfaces some of these pathways on the homepage under the hero image for easy access to their top content.

On’s product detail page leads with conversion first in the buy-box at the top of the page, but finds impactful ways to blend in the storytelling, reinforcing why the premium products are worth the money. 

For new product launches, On creates dedicated immersive landing pages that dive into the story behind the shoe, highlighting it’s main features like sustainability, use, fit, and feel. 

To reinforce their commitment to sustainability, they created a page on their site that outlines their approach to transparency and environmental responsibily and spotlight their diferent factories and offices across the country. Their interactive factory map links users to to detail pages about each of these factories and goes into detail what happens at the facility and how many employees work there.

Their community section of their blog spotlights On sponsored runners, their stories, and the shoe they wear while training and racing. The On Team includes athletes sponsored by the brand who wear their gear when professionally racing. 

To encourage their global community to connect, they offer different events for their community to meet up at and race.