On Soft Hub: Sydney - Where Running Gets Clever, Connected, and Just a Little Soft.

For three days last week, Sydney’s Machine Hall transformed into a playground for runners who crave more than just the numbers on a watch. From 28–30 August, On’s Soft Hub showcased exactly why this Swiss-born brand has evolved from niche innovator to a quietly dominant force in global running culture. On doesn’t just make shoes - they curate experiences where technology, lifestyle, and community collide, and the Soft Hub made that philosophy tangible.

Upon arrival, the hub immediately set a tone that was equal parts high-tech and human. With cushioning that almost feels like it defies gravity, meticulously crafted apparel, and a coffee station that could rival any barista’s best, it was clear that On takes comfort and performance as seriously as it celebrates the simple, softer pleasures of running: pausing to catch your breath, noticing the city around you, or syncing steps with friends rather than grinding alone.

Of all the models in On’s current range, the Cloudswift 3 has quickly become our favourite. Experiencing it firsthand, it’s no wonder it has earned its reputation as one of On’s most celebrated daily trainers. Logging miles in the Cloudswift 3 confirmed that the numbers don’t lie: the TPU speedboard in the midsole provides solid support, while the rocker geometry and 9.7 mm heel-to-toe drop deliver a seamless, forward-driving roll. Generous cushioning around the heel, ankle, and tongue keeps every step secure and comfortable, and with a solid degree of breathability score, even Sydney’s warmer days couldn’t leave our feet overheated or sweaty.

And durability? At 309 g it’s heavier than some trainers, but the lively responsiveness makes every extra gram feel justified.

Our feet might be spoiled now - Cloudswift 3 just set the bar for daily trainer.

The Soft Hub wasn’t just about shoes - it was about stories. The Soft Stories Media Panel on 29 August brought together hosts from Inside Running Podcast, Straight At It, and For the Kudos in a rare live discussion. The panel examined the evolving narrative of run culture, moving beyond elite performance to highlight everyday triumphs, community, and, yes, vulnerability. Between laughs and insights, it became clear that the “soft” side of running isn’t a weakness - it’s a strategy. Connection, self-compassion, and honest conversation are just as critical as cadence and VO2 max.

And On made sure the experience was as tactile as it was cerebral. The Fabbrica Pasta Party following the panel cleverly reminded attendees that carbs are a vital part of any victory lap, while the On x Runna Shakeout Run and Soft Wins Workshop the next day offered guided exercises in vulnerability and resilience. Hosted by Olivia Molly Rogers and mental health charity Speak and Share, the workshop explored how softness - through self-compassion and community support - can translate into performance gains and life wins alike. It was part motivational seminar, part interactive therapy, and entirely in line with On’s ethos: being soft isn’t weak, it’s clever.

Even the design of the hub itself mirrored the philosophy. From zones for immersive product testing to spaces for reflection, discussion, and celebration, every detail underscored that performance and humanity can coexist. On’s footwear and apparel may provide the technical foundation, but it’s the intentionality behind every interaction that leaves the lasting impression.

By the end of the weekend, it was clear that On has done more than innovate in footwear - they’ve reframed what running culture can be. The Soft Hub demonstrated that speed and springiness are only part of the equation; generosity, connection, and self-awareness make the softest strides the strongest. Sydney left the hub with more than new shoes and insights - they left with a reminder that sometimes the boldest move is to run softly, and run smart.

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Words by AW.

Photos courtesy of On Running.