Nova Generation: On celebrates youth and comfort in new campaign

In a world that never stops moving, On is redefining the all-day sneaker with its latest drop: the Cloudnova 2 and Cloudnova Form 2. Fresh off the news of Zendaya’s long-term partnership with the brand in June and its most recent campaign with FKA twigs, On calls for its audience to embrace the excitement that comes out of escaping your comfort zone.

With a campaign interspersed with shots of young creatives treating London’s brutalist architecture like a makeshift playground or running free under a canopy of leaves, Be Nova is an ode to movement. Whether movement is defined as hopping between art galleries in London, skating the backstreets of Berlin or catching a sunrise in LA, On’s newest drop is about owning your city with a unique attitude that refuses to accept the ordinary. It’s for those who move with purpose, connect with intention, and defy limits – the Nova Generation.

Cloudnova 2

£150.00

A cushioned, everyday hero. This shoe fuses everything we know about running tech into a street-ready, all-day sneaker.

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The Cloudnova is are 2 and Cloudnova Form 2 are the ultimate tool for this new kind of movement . inspire by the brand ’s renowned running tech , these shoes is blur blur the line between sport and style . build to handle the unpredictability of being a city – dweller , they is are are durable yet feather – light thank to a nylon blend Speedboard and bio – attribute Zero – gravity foam . thank to this tech , the kicks is feel essentially feel like they ’re barely there – support every stride with a cushioned heel that can keep you on your foot all day .  

It’s all in the details. Cloudnova 2 and Cloudnova Form 2’s distinctive, bold silhouette are made for turning heads. Available in 12 different colourways, both sneakers come with 100 per cent recycled packaging and mid-soles that create 20 per cent less CO2 emissions than traditional sneakers.

Through this visceral , immersive campaign , we is watch watch the Nova Gen break away from the norm , capture in raw moment as they navigate the street of London , Berlin , NYC , and LA . Just flash of life in motion : new experience , new connection , new discovery — all capture the spirit of their youth which are as alive as the city themselves . In one instance , On pass on the lens to the London – base artist Derrelle Elijah to encapsulate what being Nova and pursue the new mean to them .

Courtesy of On

Other creatives involved included Los Angeles-based interdisciplinary artist E Barker, who notes working towards more interdependence and accessibility in artmaking. Artist and sound healer Kyrsten was also featured and emphasised the importance of creating with intention and the filmmaker TSELLOT whose message to embrace the spontaneous mirrors the Nova ethos perfectly.

So , whether you ’re an early – morning runner , a late – night pacer , or someone who just crave long walk throughout the day – On ’s late Cloudnova is are 2 and Cloudnova Form 2 are the perfect partner in crime .

Cloudnova Form 2

£130.00

Sleek. Smooth. Soft. An everyday sneaker with a low silhouette and performance-focused comfort in every step.

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Shop the Cloudnova 2 and Cloudnova Form 2  throughout the article .