On has relaunched its Cyclon program as a full resale, donation, and recycling ecosystem — and New Balance just expanded its own Reconsidered platform to include apparel. Here’s what both programs offer shoppers right now.
On has overhauled its Cyclon program — and the new version is less subscription, more second life. The Swiss sportswear brand launched Cyclon Resale today in Switzerland, the United Kingdom, and the United States, converting what was once a monthly-fee model into a full trade-in, resale, donation, and recycling ecosystem open to anyone who has ever worn On gear. Items in excellent condition are prepared for resale, pieces not fit for resale are donated via partner organizations, and those that can’t be donated are recycled, the brand explained. The result is a program built around the full arc of a product’s life — not just the moment of purchase.
Begum Kurkcu, senior director of global sustainability at On, told Footwear News that the evolution of the Cyclon program is a “direct result of learnings” from the brand’s global community. “We know that creating a circular system requires more than a single solution, so since 2022, we’ve been testing different models to understand what works best,” Kurkcu said in a statement. “For instance, in the U.S., we launched Onward to explore trade-in and resale, while in China, our CarryOn initiative explores repairs for warranty. And globally, the Cyclon subscription program tested a new model of ownership. By running these diverse programs simultaneously, we gained insights into regional infrastructure, operational complexities, and — most importantly — real-world customer behaviors.”
Tobias Breme, global head of Cyclon, noted that On’s consumers increasingly want access to more sustainable options. “Our new Cyclon program helps them do just that, through a simple process with clear incentives,” Breme said. “On takes care of all the behind-the-scenes work to resell, donate or recycle returned goods, so our customers know we are taking responsibility for each product after its first life through a new circular services platform.”
How the trade-in credits work
The grading system is straightforward. Breme noted that its team will “closely inspect and grade” the condition of each product it receives based on visual wear and functional integrity. There are three resale tiers: “Excellent” for items that are like-new, “Very Good” for those with minor signs of wear, and “Good” for products that show a bit more wear but are fully functional and have a lot of life remaining. “The resale list price is directly tied to the condition of the item,” Breme added. “A customer will receive maximum credit if their trade-in can be resold, regardless of condition. If a product is too worn to be resold, we will donate or recycle the item, and the customer will receive a $5 credit as a thank you for helping keep our products moving.”
Credits for resold merchandise include $30 for adult shoes, $20 for kids shoes, $30 for accessories, and $55 for puffers and parkas. Meanwhile, the original Cyclon subscription service will be discontinued, and the full line of Cyclon collection products — all designed to be recycled — will be available for direct purchase starting in June, without a subscription. On will continue to collect returned Cyclon products for recycling and use the recovered material in new shoe parts or products across other industries.
New Balance is thinking beyond the shoe box, too
On isn’t the only performance brand rethinking what happens after the first wear. New Balance announced it is expanding Reconsidered, its resale program, to now include apparel — building on strong customer response and momentum as the platform marks its two-year anniversary. Since the program’s launch in February 2024, Reconsidered has helped recirculate more than 100,000 pairs of footwear through its dedicated resale channel.
“Reconsidered has been an impactful platform for New Balance consumers to access popular, like-new or gently worn styles while helping to extend the life of our footwear,” said Tracy Knauer, vice president of North America marketing and direct-to-consumer at New Balance. “We’ve seen an influx of new customers come to us through Reconsidered, so we’re excited to continue offering them even more options through our expansion into the apparel category.”
The Reconsidered resale experience is powered by Archive, a leading platform for branded resale, with cleaning, fulfillment, and warehousing managed by Tersus Solutions. “With Reconsidered seeing strong engagement and continued growth, New Balance expanding into apparel is a natural next step,” Emily Gittins, CEO of Archive, said in a statement. “We’re proud to work with a brand that’s investing for the long term, building systems to help keep products in circulation at scale and proving that resale can be core to how a modern brand operates.”
Shoppers can trade in gently worn New Balance footwear either by post or at more than 100 participating retail locations in the U.S., receiving a voucher toward a future purchase on NewBalance.com or in participating stores. Apparel is not currently eligible for trade-in. “We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill,” said John Stokes, director of sustainability at New Balance, when the initiative first launched. “There are many things that have to shift. Launching Reconsidered is one piece of the puzzle.”
The broader market context gives both programs considerable tailwind. According to OfferUp, the global second-hand market could grow to $276 billion by 2028, while Mercari estimates resale could reach $325 billion by 2031, up from roughly $174 billion in 2022. “Resale is no longer a sustainability side project,” said Shawn DuBravac, CEO and founder of the Avrio Institute, a retail research and consulting firm. “For brands like New Balance, it is becoming a core channel with measurable customer acquisition and loyalty dynamics.”
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