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.

The Cloudnova 2 and Cloudnova Form 2 are the ultimate tools for this new kind of movement. Inspired by the brand’s renowned running tech, these shoes blur the line between sport and style. Built to handle the unpredictability of being a city-dweller, they are durable yet feather-light thanks to a nylon blend Speedboard and bio-attributed Zero-Gravity foam. Thanks to this tech, the kicks essentially feel like they’re barely there – supporting every stride with a cushioned heel that can keep you on your feet 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 watch the Nova Gen break away from the norm, captured in raw moments as they navigate the streets of London, Berlin, NYC, and LA. Just flashes of life in motion: new experiences, new connections, new discoveries — all capturing the spirit of their youth which are as alive as the cities themselves. In one instance, On passed on the lens to the London-based artist Derrelle Elijah to encapsulate what being Nova and pursuing the new means to them.

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 craves long walks throughout the day – On’s latest Cloudnova 2 and Cloudnova Form 2 are the perfect partners in crime.

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