EXCLUSIVE: On Wants to Resell Your Used Sneakers in Circularity Evolution

Why It Matters

The shift gives On a scalable way to monetize used goods, reducing waste and appealing to eco‑conscious shoppers. It also creates a new revenue stream from refurbished sales.

Key Takeaways

• Cyclon program shifts from subscription to resale ecosystem.
• Customers earn credits up to $55 for trade‑ins.
• Resale tiers: Excellent, Very Good, Good condition.
• Returns routed to resale, donation, or recycling.
• Launches in US, UK, Switzerland; global expansion planned.

Pulse Analysis

The sneaker industry is increasingly pressured to adopt circular models as consumers demand greener options and regulators tighten waste standards. On’s original Cyclon subscription, launched in 2022, was an early experiment in product‑as‑a‑service, but limited scalability and mixed consumer uptake prompted a strategic pivot. By moving to a resale‑donation‑recycling ecosystem, On aligns with broader sustainability trends while leveraging its brand equity to capture secondary‑market value.

The revamped Cyclon platform introduces a straightforward trade‑in process: users receive credits based on condition—Excellent, Very Good, or Good—ranging from $20 to $55. Items meeting resale criteria are refurbished and listed on Cyclon.On.com, while lower‑grade pieces are either donated to partner charities or mechanically recycled into new shoe components. This tiered approach simplifies logistics, reduces landfill diversion, and creates a closed‑loop supply chain that feeds recycled material back into future product lines, enhancing material efficiency and cost savings.

Industry observers see On’s move as a bellwether for other premium athletic brands. The model demonstrates how a brand can monetize its own waste, generate ancillary revenue, and deepen customer loyalty through tangible sustainability incentives. As the program expands beyond the U.S., U.K., and Switzerland, it could set a template for global rollouts, encouraging competitors to adopt similar resale ecosystems. Ultimately, the initiative underscores the commercial viability of circularity in high‑performance footwear, signaling a shift from niche sustainability projects to core business strategy.