On and Erewhon Launch Wellness Club and Capsule Collection

Swiss sportswear brand On has entered a multi-year partnership with Erewhon, the Los Angeles organic supermarket turned pop culture phenomenon. The collaboration includes a capsule collection launching May 28 on on.com and in On stores, featuring neutral tones with orange accents inspired by Erewhon's palette, the Cloudsurfer Max in black and white, and apparel such as t-shirts, shorts, sports bras, tights, and hoodies. More significantly, On and Erewhon are launching the Wellness Club, a series of community events in Los Angeles focused on running, training, and recovery, aiming to build real connections among active lifestyle enthusiasts. A co-branded post-run smoothie—golden sea moss, liquid magnesium, turmeric, and organic orange juice—completes the offering. The campaign, filmed at the Manhattan Beach store, shows runners moving through aisles with workout energy. This partnership follows Lululemon's first collaboration with Erewhon last autumn, signaling a trend of sportswear brands associating with the supermarket to extend brand perception beyond athletic wear.