In a collaboration that perfectly captures the zeitgeist of 2026, Swiss sports brand On has announced a multi-year partnership with Erewhon, the famously expensive Los Angeles grocery chain beloved by celebrities and wellness devotees.
This partnership, which launched on May 28, is far more than a simple co-branded sneaker. It is a full-blown lifestyle capsule that aims to outfit the “run to the grocery store” with as much style and intention as a morning jog.
The collection is anchored by two colorways of a limited-edition Cloudsurfer Max sneaker, but it extends to a full “Cali-cool” apparel range, including running shorts, hoodies, loose tees, and sports bras.
True to Erewhon’s reputation, the collaboration’s experiential component is as notable as the product.
The partnership includes a co-branded, golden sea moss–powered juice concocted with enhanced recovery in mind, and an On x Erewhon Wellness Club that will host exclusive training events for Los Angeles’ wellness-obsessed. The collaboration taps into the lucrative intersection of high-end fitness, clean eating, and aspirational fashion, creating a brand halo effect that extends beyond typical sportswear marketing.
By partnering with Erewhon, known for its $20-plus smoothies, viral hot food bar, and oxygenated water,
On positions its gear as essential equipment for daily life, not just for competition.
As the multi-year partnership unfolds, it will be fascinating to see how this “grocery run” aesthetic evolves and whether it will inspire similar high-low collaborations that blur the lines between sport, wellness, and everyday fashion. The collection is currently available to shop directly on On’s website for those looking to elevate their next trip to the store.
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