Behind the scenes at On, a brand driven by design, innovation and experimentation

There’s a lot going on here at once: The materials, their recyclability, the impact that has on design, aesthetics, and performance, the “circular” concept, the pricing, the idea of renting shoes vs. owning them, the direct consumer relationship vs. buying from a local store, and of course, the subscription business model.

You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.

ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand pos... See more