How On Running Became a Global Performance Footwear Brand

On Running began in 2010 as a tiny startup in Zurich. Today, it sells shoes around the world. The brand did not win by copying giants. Instead, it built a soft, springy sole and a clean look. Then it added top athletes and friendly run clubs. This guide shows how that plan worked, step by step.

TL;DR

• Olivier Bernhard, Caspar Coppetti, and David Allemann founded On Running in Zurich, Switzerland, in 2010.
• Olivier Bernhard, a former Swiss professional triathlete, helped develop a new kind of running shoe.
• On expanded into the United States and listed on the New York Stock Exchange in 2021.
• According to Firstbridge Digital, On shoes are sold in more than 60 countries.
• CloudTec technology uses hollow sole pods that compress on landing and provide a firm base for the next step, helping On stand out from other running shoe brands.

The Origins of On Running in Switzerland

On’s official story explains how founder Olivier Bernhard experimented with pieces of garden hose to explore a new running sensation.

How Olivier Bernhard, Caspar Coppetti, and David Allemann Founded On in 2010

The three friends started On Running in January 2010. They shared one goal: a shoe that felt light and lively. Bernhard knew racing well, since he was an Ironman champion. Allemann and Coppetti knew how to build a business. Together, they made a strong team. Today, Allemann and Coppetti serve as executive co-chairmen of On. Product and new ideas are now Bernhard’s focus.

How a Garden Hose Inspired the Brand’s Cushioning Technology

Bernhard once cut a garden hose into small pieces. He glued them under a shoe sole. Then he tested the ride. The hose pieces gave a soft landing and a springy push. They squashed down, then bounced back. That simple test sparked the whole idea. At the time, he ran for Nike. He showed the idea to the big company. Nike said no. So, the friends built it themselves, and On Running was born.

How the First Prototypes Helped Shape On’s Identity

The early prototype of On Running won the ISPO Brand New Award just one month after founding. That win gave the team proof. In 2012, the Cloudracer arrived. Swiss triathlete Nicola Spirig liked it. Because of this, On Running earned trust with serious athletes early on. Swiss care for detail became part of the story.

How CloudTec Turned On Running Shoes Into a Distinctive Product

Great shoes need a clear idea. For On, that idea was the Cloud sole. This part shows how it works and why it matters.

How CloudTec Creates Cushioned Landings and Powerful Take-Offs

Each sole has rows of hollow pods. When the foot lands, the pods squish. That soaks up the impact. Next, the pods lock together. They form a firm base for the push-off. In other words, one sole does two jobs. It feels soft first, then it feels solid. Good running shoe cushioning should do both. Many runners say the ride feels like a gentle spring.

Why the Cloud-Like Sole Became On’s Signature Design

You can spot the sole from far away. The pods and their open slots look unlike any rival. Because of this, shoppers know the brand at a glance. The look also hints at the feel. Furthermore, the sole stays lightweight. Lightweight running shoes help runners move easily. So, the design sells the idea without a word.

How Swiss Engineering Helped Build Performance Credibility

Swiss footwear brings a clean, careful image. On leaned into that. The team kept improving the sole step by step. In 2013, it added the Speedboard, a molded plate that adds snap. Next came the 2014 Cloud model with a zero-gravity outsole. The On Cloud 5 carries this design philosophy forward with Zero-Gravity CloudTec cushioning and an updated Speedboard designed to deliver soft landings and responsive take-offs.

Later, Helion Super Foam joined in 2019. Each step added proof. Over time, On Running became a true source of premium running shoes. Design stayed in Switzerland, while On’s shoe production moved from China to Indonesia and Vietnam.

How On Expanded From Running Shoes to a Wider Footwear Range

At first, the brand made shoes for runners. Later, it added more styles for more people. Here is how the range grew.

How On Cloud Shoes Reached Everyday Wearers

Soon, people wore the shoes far beyond the track. Nurses, teachers and travelers all liked the soft feel. On Cloud sneakers also looked simple and neat. As a result, they fit with jeans and work outfits. On Cloud sneakers also looked simple and neat. As a result, they fit with jeans and work outfits. For more casual styling inspiration, explore these tips on how to style relaxed-fit jeans.

On Cloud shoes became a daily pick for many people. That choice helped On Running grow past sport.

How the Cloudmonster and Cloud X3 Expanded the Range

The Cloudmonster launched on March 31, 2022. It has a bigger sole and a bold look. The Wall Street Journal called it a maximalist sneaker. Fans love its deep, bouncy ride. The Cloud X3 is another popular pick. It suits gym days and quick workouts. Meanwhile, the Cloudmonster suits long, easy miles. Together, they give buyers more choice. Choice matters because runners differ. Some want speed, while others want comfort.

How On Developed Road, Trail, and Waterproof Shoes

Different ground needs different shoes. Casual shoes stay light and smooth. Trail & sports shoes need grip. In 2016, On launched Missiongrip for trail and outdoor use. Today, On Trail Running Shoes adds tough soles for rocks and mud. On waterproof shoes help in rain and snow. So, On Running now covers many weather days and many paths.

How On Shoes for Women and Men Reached Different Audiences

On shoes women love often come in softer colors and fits. For example, On Cloud womens shoes suit narrow feet and daily wear. Meanwhile, On shoes men often choose stress-resistant cushions and steady grips. Even so, many styles work for everyone. The brand sizes its range with care. Because of this, more people feel seen. 

Choosing versatile shades can also make styling easier, as explained in this guide to capsule wardrobe colors.

How Athlete Partnerships Helped On Reach a Global Audience

Federer joined On as an entrepreneur and partner, with a role in product development and the brand’s future direction.

Why Roger Federer Became an Investor and Product Partner in 2019

Roger Federer became a shareholder in November 2019. He did not just lend his name. Instead, he worked on products. In July 2020, On released The Roger, a limited lifestyle shoe. A tennis model called the Roger Pro & then Roger Pro 2 followed. Federer is Swiss, so the fit felt natural. His support gave On Running huge reach.

How Elite Athletes Strengthened On’s Performance Image

On Running backs real champions. On Athletics Club trains under Dathan Ritzenhein. Hellen Obiri and Yared Nuguse run for it. In tennis, stars such as Iga Swiatek and Ben Shelton wear On. Also, the Cloudboom Strike LS launched for the 2024 Olympics. It weighs only 170 grams. The design also cut the parts needed from 150 to 200 down to seven. That is a big engineering step. On also built bobsleigh shoes for the 2022 Winter Olympics. Such bold projects feed lessons back into everyday models.

How Athlete Partnerships Connected Technical Footwear With Lifestyle Fashion

Stars bring style as well as speed. Fans see them in tunnels, courts and city streets. Therefore, the shoes feel both fast and fashionable. For a similar everyday street-style look, learn how to style cargo pants with versatile footwear.

A Loewe collaboration with On expresses the same idea. Those sneakers cost $450 a pair. They sit above On’s usual price but below Loewe’s own sneakers. In short, sport and fashion now meet in one shoe.

How On Used Marketing and Run Clubs to Build Brand Loyalty

Smart marketing needs a clear voice. On chose calm, friendly and clean. Next, it built real places for fans to meet.

How Minimalist Design Made On Recognisable

The brand keeps its look simple. Colors are calm and shapes are clean. The logo is small. Because of this, the shoes work with many outfits. This focus on a consistent visual identity is also reflected in On Athletics Club’s redesigned logo, which uses minimalist design to represent unity, movement, and athletic heritage. The brand also uses a soft, gentle tone. Marketers call this style soft performance. It blends Swiss precision with a friendly feel. As a result, the brand stands out by staying quiet

How Run Clubs Connected the Brand With Local Communities

On Running run clubs bring people together through shared training sessions and a common passion for running. The On Athletics Club highlights the brand’s connection with athletes and the wider running community. Runners can build relationships, share experiences, and feel part of something beyond buying shoes. In addition, these communities can help strengthen brand loyalty through shared experiences rather than traditional advertising.

How Digital Campaigns and Social Content Reached New Customers

Campaigns stay light and warm. The Soft Wins campaign featured Elmo from Sesame Street. Runners then posted their own videos. Another campaign, Run for Each Other, showed many kinds of running groups. It stressed support and kindness. Therefore, new customers saw a friendly side of On Running. Social posts then turned that warmth into sales.

How On Became More Than a Performance Footwear Brand

Today, the brand sells more than sports shoes. It sells a lifestyle. This section shows how that change looks.

How On Connected Premium Running Shoes With Everyday Style

Premium pricing is part of the plan. Firstbridge Digital reports that On’s average shoe price is $46 more than Nike’s. Yet On Running rarely cuts prices. Nike averaged a 40% discount on its own sites, while On offered none on in-season shoes. The same report puts Hoka’s average price at $153, above On’s. So, shoppers see On as worth full price. Fashion stores such as SSENSE and Nordstrom also stock On shoes. Their On sales grew more than 600% and 400% since early 2020. Wholesale also matters. Retail partners help the company win new buyers at lower cost.

How the Brand Expanded Into Tennis, Apparel, and Outdoor Products

Tennis came through Federer. Light apparel followed, such as shorts and jackets. Outdoor gear by On came next. The brand also tried new ways to cut waste. Its Cyclon plan lets buyers send back used shoes for a new pair. Cloudneo shoes use castor beans and can be recycled. The On’s circularity program reflects its efforts to reduce waste and keep materials in use. Overall, the range now fits many sports and many days.

Similar principles can guide consumers, too: clothing donation and recycling offer ways to give unwanted garments a second life. Choosing more responsible materials is another important step toward sustainable fabric choices.

How On Competes With Nike, Adidas, and Other Sportswear Brands

Nike and Adidas win on size and star power. Hoka wins on maximal cushion and community. On Running sits in between. It blends cushion, design and calm style. Its numbers show the climb. On reported 2024 net sales of CHF 2.32 billion, representing 29.4% growth year over year, according to On’s 2024 financial results. On’s 2021 IPO raised approximately $746 million in total, including shares sold by existing shareholders. 

By 2019, On held 40% of Switzerland’s and 10% of Germany’s running shoe markets. By mid-2020, On products were available through 6,000 retailers across 55 countries, with the United States its largest single market. Some industry estimates put On’s share of the global athletic footwear market at around 2%, suggesting room for further growth. On entered US in 2013 and opened its New York flagship store in December 2020. In February 2023, it opened On’s first European flagship store on London’s Regent Street. These milestones helped expand its international presence.

The Bottom Line

The story is simple. Three friends started in Zurich in 2010. They built a cushioned sole from a garden hose idea. Then they won over athletes and everyday wearers. Federer, run clubs and clean design added fuel. Because of this, On Running grew from a small startup into a global name. The path of On Running shows that a clear product beats loud noise. Great shoes, steady care and real community can take a brand very far. Just as versatile footwear can work across different occasions, building a capsule wardrobe helps create more outfits with fewer, carefully chosen pieces.

FAQs

When was On Running founded?

On Running was founded in January 2010 in Zurich, Switzerland.

Who founded On Running?

Olivier Bernhard, Caspar Coppetti and David Allemann founded it. Bernhard is a former Swiss triathlete.

What makes On running shoes different?

The soles use CloudTec pods. They feel soft on landing and firm on push-off. Also, the design is light and clean.

What is CloudTec technology?

CloudTec is On’s hollow-pod sole. The pods squish to absorb impact. Then they lock to form a stable base.

Why are On Cloud shoes so recognisable?

The sole has open slots and pods. No other brand looks quite like it. In addition, the logo and colors stay simple.

What is the difference between On Cloud shoes and Cloudmonster?

On Cloud shoes are lighter and suit daily wear. The Cloudmonster has a bigger sole and more cushion. It suits long runs.

Does On make shoes for road running and trail running?

Yes, it makes both. For example, Missiongrip came out in 2016 for trail and outdoor use.

Are On shoes designed for everyday wear?

Yes, many styles are. People wear them for work, travel and errands. Their clean look suits many outfits.

How did Roger Federer help On grow?

Federer became a shareholder in November 2019. He also helped design products like The Roger. His fame brought the brand new fans.

How did On become a global performance footwear brand?

On Running built a unique sole and backed top athletes. Then it grew run clubs and a clean brand style. Over time, it reached a global audience.