On — widely referred to as On Running — is a Swiss athletic shoe and performance brand that was founded by world-class athletes, for athletes. Retired athlete Olivier Bernhard began experimenting with pieces of garden hoses to create the prototype of a new performance running shoe. In 2010, David Allemann and Casper Coppetti joined the team and began designing the blueprints that would eventually become On’s signature technology: CloudTec.
Over a decade later, On has completely taken over the world — infiltrating the athletic footwear market and the fashion ecosystem, joining brands like Hoka and Salomon that have successfully blurred the lines between these two communities.
Today, the company has a dedicated athletics club filled with Olympians, received investments from star athletes like Roger Federer, has an estimated IPO of over $700 million, and continues to grow in popularity outside of the athletic circle.
Here’s the story of On’s rise in the athletic marketplace, and how the brand has successfully infiltrated the general-consumer sneaker market.
CloudTec: The Foundation of On’s Design
On Running’s CloudTec technology has profoundly impacted the brand in two distinct ways, revolutionizing the running experience for performance athletes and propelling the brand into the public consciousness.
The development of an innovative outsole specifically designed for performance runners has propelled On Running to the forefront of athletic footwear. The CloudTec outsole, featuring individual cushioning pods, delivers a unique combination of cushioning and responsiveness, enhancing the running experience and optimizing performance. On states that CloudTec absorbs impact, reduces strain on your body, and adapts to your running style. This technology has garnered praise from professional athletes and dedicated runners from across the globe, solidifying On as a serious competitor in the running world.
Beyond the technology, the instantly recognizable design of the CloudTec sole has played a pivotal role in marketing the brand to the masses. The distinctive cloud-like pods on the outsole have become an iconic symbol associated with On Running, instantly recognizable in the competitive footwear market and on the street.
The eye-catching design not only distinguishes On but also serves as a visual testament to the brand’s commitment to innovation and performance. As a result, On Running’s CloudTec technology has not only captured the attention of elite runners but has also resonated with a broader audience, cementing the brand’s position as a leader in the running industry.
Building a Sustainable Future
Utilizing technology to enhance the running experience is just one tenant of On’s vision. The other most important, arguably, is sustainability. According to On, the company is on a mission to move away from fossil-based materials by pioneering a new supply chain. This process, dubbed CleanCloud, is achieved in four steps.
First, carbon emissions are captured before they enter the atmosphere before undergoing a fermentation process that converts the emissions to liquid ethanol. The ethanol is then dehydrated to become ethylene gas before it’s polymerized to create EVA pellets, according to On. Lastly, the EVA is engineered to create the foam cushioning technology at the base of On’s runners.
The rest of the shoe is constructed with up-cycled materials, and On has partnerships with a myriad of innovative companies to design a cleaner, environmentally friendly shoe.
On in Consumer Fashion and Athletic-wear
Like Hoka, arguably one of On’s biggest competitors, the runners have slowly gained attention in the general consumer footwear market. Over the past few years, On Running shoes have become a staple as casual everyday shoes and gym companions. The result is a storm of CloudTec in the wild. In cities like New York and London, it’s impossible to not spot dozens of pairs daily, acting as a marketing vehicle that brings On’s vision to the masses.
The rise of On Running and its groundbreaking CloudTec technology has propelled the brand to unprecedented heights, establishing its dominance in both the athletic and general footwear markets. With a relentless focus on innovation, performance, and design, On has consistently pushed the boundaries of what is possible in the world of running shoes.
Its commitment to delivering an exceptional running experience has not only won over professional athletes but has also resonated with casual runners and individuals seeking comfortable, high-quality footwear. As On Running continues to innovate and expand its product offerings, it is poised to maintain its dominant position in the industry, captivating the hearts and feet of runners worldwide.
With a dedication to excellence and a spirit of continuous improvement, On Running is poised to shape the future of athletic and general footwear, inspiring individuals to reach new heights in their fitness journeys.
