Sneaker subscriptions: Leasing your kicks

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  Quantumrun Foresight
• August 9, 2024

Insight summary

Sneaker subscription services offer a sustainable alternative by allowing customers to lease and recycle shoes. This approach significantly reduces waste and environmental impact, aligning with broader trends in the fashion industry towards sustainability. The success of such models relies on consumer participation and could inspire other brands to adopt similar eco-friendly practices.

Sneaker subscriptions context

Sneaker subscription services are providing an alternative to the traditional buy-and-dispose model. These services allow customers to lease sneakers for a monthly fee, with the option to return worn pairs for recycling and receive new ones. Swiss company On Holding pioneered this concept with their Cyclon program, launched in 2022. Subscribers pay USD $30 per month to receive and periodically replace a pair of Cloudneo running shoes made from recyclable materials like bioplastics derived from castor beans. This circular approach aims to reduce waste and environmental impact, challenging the fast-fashion industry's norms of disposability.

The Cyclon program exemplifies a shift toward more sustainable manufacturing and consumption practices. On Holding's subscription model produces 50 percent less carbon dioxide, reduces energy consumption during production by 70 percent, and generates 90 percent less waste than conventional methods. The shoes are designed to be fully recyclable, contributing to a closed-loop system where old shoes are upcycled into new ones. This innovation aligns with broader trends in the fashion industry, where companies like eBay and Reskinned are exploring similar sustainable initiatives by promoting the resale and repair of used clothing.

The adoption of sneaker subscription services highlights a growing consumer demand for environmentally friendly options. The success of this model could inspire other brands to follow suit, potentially leading to significant reductions in waste and carbon emissions across the industry. However, the effectiveness of such programs relies on widespread consumer participation and a cultural shift towards valuing sustainability over convenience. 

Disruptive impact

By leasing shoes instead of buying them, people can reduce their personal waste footprint and contribute to a circular economy. This trend can also promote a mindset change, encouraging consumers to prioritize durability and recyclability over fast fashion. Additionally, the convenience of regularly receiving new shoes without shopping may appeal to busy lifestyles.

Businesses can benefit from a steady revenue stream through subscriptions, fostering customer loyalty and repeat engagement. This model also allows companies to gather valuable data on consumer preferences and shoe usage, helping them refine product designs and improve supply chain efficiency. However, businesses may face challenges in managing logistics and recycling processes, and ensuring that sustainability claims are met to avoid accusations of greenwashing.

Governments may need to adapt their policies to support and regulate the growing trend of subscription-based services, such as creating incentives for companies that adopt sustainable practices and ensuring transparency in their environmental impact claims. They may also collaborate globally to establish standards for recyclable materials and promote cross-border initiatives to reduce waste. Additionally, local policies could focus on educating the public about the benefits of sustainable consumption and supporting infrastructure for recycling and waste management.

Implications of sneaker subscriptions

Wider implications of sneaker subscriptions may include: 

• Companies investing in advanced recycling technologies to efficiently reuse materials, reducing overall environmental impact.


• Increased consumer awareness about sustainable practices, encouraging more individuals to choose environmentally responsible options.


• New job opportunities in recycling and logistics sectors, driven by the demand for efficient material recovery systems.


• A shift in fashion industry dynamics, with brands focusing more on durability and recyclability rather than rapid turnover and disposable trends.


• Local governments enhancing waste management infrastructure to support large-scale recycling efforts, minimizing landfill usage.


• The potential for reduced overall consumption of raw materials, decreasing pressure on natural resources and promoting environmental preservation.


• Collaboration between companies and educational institutions to promote research and development in sustainable materials and recycling processes.


• Increased competition among businesses to offer eco-friendly products and services, driving industry-wide innovation and improvement.

Questions to consider

• How could adopting a sneaker subscription service change your approach to sustainability and consumption?


• How might businesses in other industries apply similar subscription models to reduce waste and enhance sustainability?