In 2022, the Swiss brand On Running announced the marketing of the “Cloudneo” sneaker, with an innovative concept: a fully recyclable sneaker, with an infinite circular system to reduce waste. With a subscription system, the runner can return their worn pair every six months and receive a new one, produced from the old pair.
However, an investigation by the Swiss television channel RTS exposes the hidden side of this promise, going back through the entire production chain. The sneaker is produced from castor oil, transformed into plastic in a factory in the heart of Marseille. This factory is classified Seveso high risk (the highest risk in industrial matters), putting surrounding residents at risk. Then, the shoes are manufactured in Vietnam. The investigation reveals that workers are paid below the living wage.
A recyclable shoe… whose recycling has not yet started
The promise of 100% recyclable is not kept either, since the company itself announced that it was “on track to begin the recycling process”. However, the shoe has been on the market for two years. Some scientists interviewed by RTS point out the difficulties in recycling this type of plastic, which could render the very concept of shoes obsolete.
In total, 28,000 kilometers are traveled to produce a “Cloudneo” sneaker, even though it is sold as a sustainable shoe by the brand. A true juggernaut of the sector in Switzerland, On Running can count on the support of Roger Federer, ambassador and shareholder of the company. Faced with these revelations, the ecological movement Campax installed a fake bloodied Federer in front of the On Running headquarters. The player did not respond to this confrontation.
