Behind the Creative: OFF Magazine Issue 3

Say hello to Issue 3 of OFF Magazine. Created with detail, love and consideration, this is 160 pages of stories originating from across the globe — from the Appalachian Trail to the Arctic Circle and the islands of Japan — and all touching on our theme: Wild.

Want to know more about how and why we’ve made this? Read on as our Editor-in-Chief Mike Stuart unpacks the latest edition of our veggie-inked print publication.

"It’s bold, sometimes even loud, but it never feels noisy. And it’s balanced with more minimalist sections where there’s space for the content to really breathe."        

1. Why does On think making a print magazine is important? 

It’s our mission to ignite the human spirit through movement. We also want to support and build run culture. One of the ways we do this is by telling powerful stories. And it shows up in different ways, to connect with our communities in different contexts. This is often offline, at stores, at events, or even in the mountains. OFF Magazine brings our storytelling into these moments. Plus, the more you move, the more important rest and recovery – switching “OFF” – becomes. We believe a magazine, disconnected from digital distractions, is a great way to recharge while finding inspiration for the next adventure.  

2. How did you choose this theme for OFF? 

The theme for an issue needs to inspire both the editorial content and the artwork, so the full OFF creative team works together to define the best approach. For issue 2 our theme was “Nostalgia”, which led to a powerful, but quite reflective, issue of the mag. For issue 3, we wanted a shift in energy. This became our “Wild” edition and we had so much fun making it. Having “Wild” as a theme gave us license not only to discover fascinating remote landscapes, but also to feature big personalities and wild ideas. The color palette got wilder too. We’re juxtaposing the glowing red-orange of Pantone 805 (known as “Neon”), with the “Emerald Green” of Pantone 334, which makes this issue hard to miss. 

3. What makes a story better for print versus the web? 

We want OFF to be part of quality, inspiring downtime for people who move and print has a special way of creating an immersive experience. Removing the temptation of clicking links and buttons was one of the reasons we wanted to use an analog format. We’re often covering fascinating topics in depth – this issue has a long-form piece exploring the science of how movement modifies our minds – and it’s just more comfortable to read for an extended period from paper than to scroll. I also think engaging the sense of touch with print adds to the connection with the content. 

4. How does On approach the look and feel for the magazine (& how does this really reflect who we are)? 

We’re proud of our Swiss heritage at On, and for OFF we created a design system inspired by Swiss design thinking. There’s a versatility to the layout that lets us play with very different formats yet keep a coherent feel throughout. You see this in the “Wild” edition with the use of accent colors – from small highlights within the copy to coloring of entire pages. It’s bold, sometimes even loud, but it never feels noisy. And it’s balanced with more minimalist sections where there’s space for the content to really breathe. We’re a consumer magazine, not an art publication, but the design system lets us play somewhere in between. I feel we’re presenting art and copy in striking, unexpected ways. Almost everyone who picks up the mag comments on the open binding. Not only does it create a standout look on the shelf, it allows the magazine to lie fully flat, so it’s easier to read. I can’t speak highly enough of the art directors and the design team, they’ve done an incredible job.

5. You’ve been at On since the early days (when it was just making shoes!)— What has it been like to work in a different medium?

We’ve loved exploring how we can combine our approach to storytelling with the philosophies that guide the creation of our products. Because that’s what we have here – it’s another physical product. It’s filled with powerful human stories, rather than Swiss-engineered performance tech, but it still aims to inspire movement and new ideas. 

6. Which is your favorite piece in this issue? 

That’s a tough one. I’m proud of every piece in this issue for different reasons. One that stands out is an excellent piece by writer Devin Kelly. I love Devin’s unique way of reflecting on sporting events and communities. For OFF, he explored the special generosity that exists among the thru-hiking community in the US and the resulting article is both uplifting and thought-provoking. There’s a poetry to the writing that might not work for other On channels, but feels at home in the magazine. Another that comes to mind is the photo essay by Chinese photographer Su Yang, who is now based in Lausanne here in Switzerland. It explores the emotions of the Chinese community in Switzerland and is equal parts beautiful and powerful. 

Grab your copy here.