In a market filled with well-established giants, ON has swiftly risen as a beacon of innovation and excellence in performance footwear. Celebrated for its groundbreaking design and superior technology, the Swiss brand has captured the hearts of athletes and casual wearers alike. Let’s delve into ON's origins, the personal journeys of its founders, the hurdles they overcame, and the key success factors propelling the brand into the future.

The Birth of a Vision – With a Garden Hose

The remarkable story of ON's passion and perseverance began in the serene landscapes of Switzerland, where mountains touch the sky and innovation flows like alpine streams. Olivier Bernhard, a former professional athlete and three-time World Duathlon Champion, was grappling with a dilemma that many runners face: how to achieve the perfect balance between cushioning and responsiveness in a running shoe.

Driven by his quest for the ideal run, Bernhard embarked on an experiment that would soon revolutionize the running world. Bernhard started by tinkering with pieces of garden hose, attaching them to the soles of his running shoes. These rudimentary prototypes might have looked peculiar, but they held the seeds of a groundbreaking idea. This experiment led to the development of innovative sole technology characterized by its unique ability to provide a soft landing followed by an explosive take-off.

The Power Trio: Bernhard, Allemann, and Coppetti

Recognizing the potential of his invention, Bernhard sought partners who could help transform his vision into reality. Enter David Allemann and Caspar Coppetti, two Swiss entrepreneurs with extensive experience in marketing and business development.

Allemann, a former Global Brand Director at Red Bull, brought a keen sense of branding and market positioning. Coppetti, with his expertise in strategic planning, completed the trio. They shared a common belief: to create a running shoe that felt like running on clouds. Little did they know that their combined efforts would lead to a revolution in the athletic footwear industry. They founded ON in January 2010.

The CloudTec® Revolution

The initial prototypes featuring garden hose pieces were humorously called “Frankenstein” by the founders. However, this early experimentation paved the way for the advanced CloudTec® technology.

This innovative design featured individual cloud pods that compress upon landing, providing soft cushioning, and then lock firm for a stable, powerful take-off. This dual functionality created a sensation described as "running on clouds," quickly catching the attention of runners and athletes worldwide. ON’s first released model, Cloudracer, became a favourite of Swiss professional triathlete Nicola Spirig. In the insole of Cloudracer, it was written: “I fly you to the finish line.“

Within months of its launch, ON won the ISPO Brand New Award in 2010 at the world’s largest sportswear trade show in Munich. This prestigious accolade provided ON with the visibility and credibility it needed to make a splash in the competitive market. In the following years, ON shoes were awarded at the ISPO a few times more, further strengthening its technology leadership and credibility.

Triumph Through Hardship

Despite the groundbreaking technology, the early days were anything but smooth. The founders faced significant skepticism from industry experts who doubted the practicality and durability of their designs. Funding was also scarce, with numerous rejections from potential investors hesitant to back a startup in a market dominated by established giants. The trio often worked long hours, tirelessly refining their prototypes and honing their business strategy, even dipping into their personal savings and seeking support from friends and family to keep the venture afloat.

Competing against established giants like Nike and Adidas required more than just a great product; it required resilience, strategic thinking, and an unwavering belief in their mission. Their persistence finally paid off as ON began to gain traction in Switzerland, attracting an unexpected but globally renowned investor and influencer.

The Federer Effect

One of the most pivotal moments for ON was when tennis legend Roger Federer took an interest in the brand. According to his interview with Forbes in 2021, Federer's initial introduction to ON came from his wife wearing the brand, then seeing the shoes on the streets of Zürich. He finally slipped on a pair and felt the minimalistic lightweight comfort. It was then he knew he wanted to meet the founders.

The casual friendship eventually turned into an investing and active partnership. Initially, the founders were unsure about partnering with Federer, fearing his global stature might overshadow the brand. However, mutual trust and friendship solidified the partnership. Federer's involvement brought global attention to ON, elevating its status and credibility. His active collaboration in product development further pushed ON’s innovative boundaries, leading to new product lines and heightened brand visibility.

Sustainability Initiatives

From its inception, ON has been committed to sustainability alongside its dedication to innovative technology. Early efforts included reusing materials, and evolving into a broader commitment to environmental responsibility with developments like the Cyclon.

Cyclon is a fully recyclable running shoe available through a subscription model. For about $30 or €30 per month, subscribers receive their first pair of shoes. Once done running in them, they return the shoes to ON and instantly receive a new pair while the old ones are recycled. This initiative is part of ON’s broader commitment to reducing environmental impact and promoting sustainable practices within the sport industry, resonating with the growing consumer demand for eco-friendly products.

ON’s Continuous Evolution

ON Running has made a significant mark in the sportswear industry with its innovative and high-performance products. By leveraging cutting-edge technology and high-quality materials, ON continues to set new standards, providing athletes and outdoor enthusiasts with gear that enhances performance while respecting the environment. Innovative technologies developed by ON are, for example,

• CloudTec®: Patented cushioning system that adapts to the runner’s stride, providing soft landings and explosive take-offs
  

  

  (Photo: Highsnobiety)

• Helion™ Superfoam: High-performance foam offering responsive cushioning and durability in all weather conditions
  

  

  (Photo: ON)

• Missiongrip™: Outsole technology providing superior traction on varied terrain
  

  

  (Photo: ON)

• Speedboard™: Integrated plate promoting a natural rolling motion and converting landing impact into forward momentum
  

  

  (Photo: ON)

By leveraging these technologies, ON has expanded its product lines to cater to the diverse needs of running enthusiasts. This diverse, running-focused product portfolio is helping ON build a broad base of loyal customers, from professionals to amateurs. 

For example, ON's shoe product lineup includes Cloudswift (for city running with Helion™ Superfoam),  Cloudflyer (extra support and stability, ideal for long-distance runs),  Cloudstratus (maximum cushioning and support with dual layers of CloudTec®),  Cloudventure (engineered for off-road adventures with Missiongrip™ technology),  The Roger Series (tennis shoes created in collaboration with Roger Federer), et cetera.

On Athletics Club (OAC)

One of the secrets behind ON’s success, especially with professional athletes, is the ON Athletics Club (OAC). Founded in 2020, the OAC is dedicated to supporting elite athletes in their pursuit of excellence, particularly in track and field events. The OAC focuses on developing top-tier runners, providing them with resources and support to compete at the highest levels. Under the guidance of experienced coaches, OAC athletes receive personalized training programs tailored to their needs and goals in world-class facilities equipped with the latest technology. Athletes in the OAC benefit from ON’s innovative products, including the latest running shoes and apparel designed with CloudTec® technology.

While ON is not as prominently featured as giants like Nike or Adidas in other sports, its presence is growing among athletes looking for performance and comfort. At the Paris 2024 Olympics, several athletes wore ON shoes. Hellen Obiri, the bronze medalist in the women’s marathon in the Paris 2024 Olympics and the winner of multiple marathons and mid/long-distance championships, competed in the new ON Cloudboom Strike LS sneakers. Iga Swiatek, the current world number one tennis player, also wore ON shoes during the games.

Other notable members of the OAC include:

• Joe Klecker: NCAA All-American and professional long-distance runner, representing the OAC in major competitions
  

  

  Joe Klecker (Photo: Wikipedia)

• Alicia Monson: NCAA Champion and professional middle-distance runner
  

  

  Alicia Monson (Photo: World Athletics)

• Ollie Hoare: Olympian and multiple-time NCAA Champion, highlighting the OAC’s global reach
  

  

  Ollie Hoare (Photo: Runner’s Tribe)

This strategic focus on elite athletes and innovative product development has helped ON carve out a significant niche in the competitive sports market.

Conclusion & Success Factors

The story of ON is one of passion, perseverance, and innovation. From humble beginnings with garden hose prototypes to becoming a global sportswear powerhouse, ON's journey is a testament to the power of vision and determination. The founders' personal stories and the brand's commitment to excellence have shaped a unique and inspiring narrative. ON’s success can be attributed to several key factors:

• Founders’ Dedication and Complementary Expertise: The unwavering commitment of Bernhard, Allemann, and Coppetti to their vision, and Allemann and Coppetti's marketing and strategic planning skills turned Bernhard's innovative idea into a commercially viable product

• Innovative Technology: CloudTec® technology set ON apart, offering a unique running experience

• Strategic Partnerships: Collaborations with high-profile athletes like Roger Federer and world-class athletes provided ON with global exposure and credibility

• Sustainability Commitment: ON’s focus on sustainability and environmental responsibility resonates with modern consumers.

• Swiss Precision and Quality: Emphasis on Swiss engineering and attention to detail ensured high-quality products

As ON continues to evolve, it remains at the forefront of sportswear technology, inspiring athletes and fitness enthusiasts worldwide. This is the story of ON – a brand that dared to dream, innovate, and transform the way people run to Ignite the Human Spirit Through Movement.