On: The Popular Swiss Running Shoe Brand

Posted by Onassis Krown on June 20, 2025

The Ultimate Guide on On: The Swiss Sneaker Company Redefining Performance and Style

In the ever-evolving world of athletic and lifestyle footwear, one brand has steadily risen from niche cult favorite to global performance powerhouse: On, also known as On Running. Founded in Switzerland, a country renowned for precision engineering, innovation, and natural beauty, On has successfully translated the ethos of Swiss craftsmanship into a revolutionary sneaker experience. This blog post is your ultimate guide to understanding the brand—from its unique technology and design philosophy to its rapid global rise and influence in both performance athletics and fashion.

Let’s dive into the story of how On went from a modest idea among friends to a billion-dollar global brand worn by Olympians, fashion-forward creatives, and weekend warriors alike.

Who Owns On: A Bold Swiss Dream

On was founded in 2010 in Zurich, Switzerland, by Olivier Bernhard, a former professional triathlete and Ironman champion, alongside his friends David Allemann and Caspar Coppetti. Bernhard, frustrated by the lack of footwear that combined comfort and speed, began tinkering with prototypes using garden hose pieces glued onto the soles of traditional sneakers.

While the concept sounds amateurish, the result was anything but. His idea was simple but radical: running shoes that cushion when you land but then firm up to provide a strong, efficient takeoff. When Bernhard showed his prototype to Coppetti and Allemann, the trio recognized the potential and began to refine it through rigorous design and engineering—true to Swiss standards.

Within months, they had launched the first On shoe: the Cloudracer, featuring what would become On’s defining feature—CloudTec® cushioning.

The CloudTec® Breakthrough: Running on Clouds

At the heart of On’s appeal is its CloudTec® sole technology. Instead of a single foam layer like most running shoes, On sneakers use individual pods (called “clouds”) that compress independently, offering soft landings and firm toe-offs. The result? An uncanny sensation that runners often describe as “running on clouds.”

Here’s why CloudTec® stands out:

Cushion + Propulsion: Traditional running shoes often compromise between soft cushioning and responsiveness. CloudTec® delivers both—absorbing impact vertically and then locking for horizontal push-off.
Lightweight Build: The cloud pods are made from zero-gravity foam, keeping the shoes ultralight without compromising support.
Adaptive Ride: Because each pod responds independently, On shoes adapt to your running style and stride, reducing fatigue and enhancing comfort.

CloudTec® became more than just a tech gimmick—it was a tangible upgrade to the running experience. Whether you’re running marathons or jogging in the park, the sensation of “cloud running” has helped On create a unique niche in a crowded market.

The Aesthetic: Swiss Minimalism Meets Performance

One of the defining traits of On is its visual identity. While most performance sneakers lean heavily on bold colors and exaggerated silhouettes, On took a different route: understated, sleek, and stylish.

Minimalist Design: On sneakers are easily recognizable but never flashy. Their clean lines, discreet branding, and sculpted midsoles appeal equally to athletes and fashion-conscious consumers.
Versatility: Many On shoes seamlessly transition from the track to the café or even to casual office environments, reflecting a lifestyle where sport, work, and leisure intersect.
Fashion Collaborations: On has worked with high-end designers and labels, including Loewe, to create limited-edition sneaker collections that have sold out in minutes, cementing its place in the world of luxury and streetwear.

This dual identity—form meets function—is a huge part of On’s appeal. Whether you're running a half-marathon or meeting friends for brunch, you don’t have to change your shoes.

The Lineup: Understanding On’s Most Popular Models

On has expanded from a niche runner’s brand to a full lifestyle and performance powerhouse, offering shoes for all types of users. Let’s break down some of its most well-known models:

1. Cloud

Use: Everyday wear, light runs
Key Traits: Ultra-lightweight, slip-on speed lacing, daily comfort
Why It’s Popular: The go-to “lifestyle runner,” beloved for its comfort and simplicity.

2. Cloud X

Use: Mixed workouts, cross-training
Key Traits: Responsive cushioning, versatile fit
Why It’s Popular: Ideal for gym-goers, HIIT workouts, and people on the move.

3. Cloudswift

Use: City running
Key Traits: Helion™ superfoam, urban grip
Why It’s Popular: Designed for hard pavement and urban landscapes, it’s the city dweller’s dream.

4. Cloudsurfer

Use: Road running
Key Traits: Next-gen CloudTec Phase™, smooth transitions
Why It’s Popular: A newer tech-forward model that feels incredibly fluid on the road.

5. Cloudmonster

Use: Long-distance running, recovery runs
Key Traits: Max cushioning, dramatic rocker shape
Why It’s Popular: For runners who want plush comfort without sacrificing performance.

6. Cloudventure

Use: Trail running
Key Traits: Missiongrip™ outsole, water resistance
Why It’s Popular: Built for unpredictable terrain, it’s tough yet lightweight.

Each model serves a distinct purpose, but all carry the signature On DNA—clean looks, cloudlike cushioning, and Swiss precision.

The Global Growth: From Zurich to the World

On’s rise has been nothing short of remarkable. What started in a small Zurich lab grew into a brand now available in over 60 countries. Some key milestones include:

2014: On opens its first US office in Portland, Oregon, beginning its expansion in the critical North American market.
2020: On launches its first in-house engineered apparel line, emphasizing sustainability and performance.
2021: On goes public via IPO on the New York Stock Exchange under the ticker symbol $ONON.
2021–2023: The brand sees exponential growth, driven by a pandemic-era fitness boom and global appetite for functional yet fashionable footwear.
2024 and Beyond: With over 10 million fans globally and hundreds of top athletes on its roster, On is no longer an up-and-comer—it’s a titan.

On is now competing directly with giants like Nike, Adidas, and Hoka, yet it continues to retain its identity: disruptive, design-led, and deeply authentic.

Star Power: Does Roger Federer Own On?

Perhaps one of On’s most defining moments came in 2019 when Roger Federer, the Swiss tennis legend, invested in the brand and joined its leadership team. Not just a brand ambassador, Federer was hands-on in product development—particularly in launching a new category: tennis-inspired lifestyle shoes.

The result? The Roger series:

The Roger Advantage
The Roger Centre Court
The Roger Clubhouse

These shoes blend tennis heritage aesthetics with On’s cushioning tech, creating everyday sneakers that are timeless, lightweight, and comfortable. Thanks to Federer’s influence and iconic status, The Roger quickly became a bestseller and opened new doors for On into the premium lifestyle footwear market.

Innovation Meets Sustainability: What Is The Best Running Shoe?

Beyond performance and style, On has made sustainability a core part of its mission. The company understands that innovation must serve not just consumers but the planet. Here are a few initiatives that highlight On’s eco-forward strategy:

1. Cyclon™ Subscription Model

On introduced Cyclon, a subscription-based service where customers receive a fully recyclable performance shoe made from castor beans. Once worn out, the shoes are returned and recycled, with a new pair sent out. This circular model could change how we consume footwear forever.

2. CleanCloud™

This cutting-edge innovation captures carbon emissions from the atmosphere and turns them into high-performance foam for shoes. It’s a glimpse into the future of climate-conscious design.

3. Material Transparency

On is committed to reducing petroleum-based plastics and increasing renewable and recycled content across its footwear and apparel. Every product release comes with information about its environmental footprint.

Building Community: More Than Just a Brand

What makes On especially unique is its global community-building approach. It doesn't just sell shoes; it cultivates a lifestyle:

Run Clubs: Across major cities, On sponsors or leads run clubs open to all fitness levels, promoting inclusion and healthy living.
Events: From trail races in the Alps to interactive sneaker pop-ups in New York, On blurs the line between performance and experience.
Content Creation: Through storytelling, the brand celebrates athletes, designers, and everyday runners, helping build an emotional connection that transcends footwear.

Their flagship stores, like the On Lab in Zurich or their immersive retail experience in New York City, combine shopping with interactive tech and wellness, offering more than just shelves of shoes—they offer inspiration.

The Future of On: What’s Next?

As of 2025, On shows no signs of slowing down. With an ambitious product roadmap, ongoing collaborations, and a loyal global fanbase, the brand is poised for further disruption across multiple categories:

Apparel Expansion: On is doubling down on its clothing line—expect to see more outerwear, performance gear, and everyday basics built on the same design-first principles.
AI-Driven Fit Tech: Through data collected from wearables and mobile apps, On plans to integrate predictive sizing and customized gait analytics into the shopping experience.
New Markets: While strong in Europe and North America, On is expanding rapidly in Asia and South America, aiming to become a truly global force.
Wellness Crossover: As the line between wellness and fashion blurs, On is well-positioned to tap into yoga, mindfulness, and even smart footwear markets.

With sustainability and design as guiding lights, On is not just a sneaker brand—it’s a modern movement rooted in performance, style, and consciousness.

Final Thoughts: Why On Deserves Your Attention

In a world crowded with athletic gear, On offers something different: precision-built comfort, design elegance, and heartfelt purpose. It embodies the spirit of innovation without the noise, of fashion without compromise, of performance without pretense.

Whether you’re chasing a personal best, seeking the comfiest all-day shoe, or simply want to support a brand with integrity and vision, On might just be your next step—literally and metaphorically.

As the brand likes to say: “Run on clouds.” And perhaps, live a little closer to them too.

By Onassis Krown
Empowering Kings and Queens to step into their greatness—one cloud at a time. 👑
#OnRunning #OnClouds #OnLife #SwissStyle #OnassisKrown

Lateef Warnick is the founder of Onassis Krown. He currently serves as a Senior Healthcare Consultant in the Jacksonville FL area and is a Certified Life Coach, Marriage Counselor, Keynote Speaker and Author of "Know Thyself," "The Golden Egg" and "Wear Your Krown." He is also a former Naval Officer, Licensed Financial Advisor, Insurance Agent, Realtor, Serial Entrepreneur, musical artist A.L.I.A.S., and Travel Partner #20735937284 for discounted & free vacations!

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