In just over a decade, ON has transformed from a small Swiss startup into one of the fastest-growing athletic shoe brands globally, shaking up an industry dominated by long-established giants like Nike, Adidas, and Puma. Known for its unique cloud-like cushioning technology and sleek design, ON’s shoes have attracted athletes, runners, and lifestyle enthusiasts alike. The company’s innovative approach to performance footwear, combined with a focus on sustainability and its high-profile partnership with tennis legend Roger Federer, has cemented its place in the market. This deep dive into ON’s history uncovers the story of its rise, from its Swiss origins to its global presence.
The Founding of ON: A Vision for Disruption
ON was born in 2010 in Zürich, Switzerland, out of a desire to revolutionize the running shoe industry. The brand’s co-founders, Olivier Bernhard, David Allemann, and Caspar Coppetti, each brought their own unique talents and experiences to the table.
- Olivier Bernhard, a former professional triathlete and three-time world duathlon champion, was the driving force behind the vision. After retiring from his athletic career, Bernhard set out to create a shoe that provided the perfect combination of comfort and performance. His experience as an athlete gave him unique insight into what runners needed in footwear.
- David Allemann and Caspar Coppetti, who came from backgrounds in marketing and business, shared Bernhard’s passion for innovation and were instrumental in bringing the product to life. Together, they developed a vision to disrupt the running shoe industry by focusing on engineering that improved performance through unique technology.
CloudTec®: The Birth of ON’s Signature Technology
The cornerstone of ON’s success lies in its patented CloudTec® technology. The idea was simple but revolutionary: develop a shoe that provides a soft landing without compromising the firm push-off runners need for speed and performance. Traditional running shoes often force athletes to choose between cushioning for comfort and firmness for propulsion. ON aimed to deliver both.
Bernhard experimented with various prototypes, and the defining moment came when he, along with a Swiss engineer, attached pieces of garden hose to a standard running shoe sole. This early version mimicked the effect of “clouds,” allowing the shoe to provide a unique cushioning sensation while still offering stability.
Early Success: A New Era for Running Shoes
The first official ON shoe debuted in 2010, and the brand made an immediate impact. Within a month of launching, ON won the ISPO BrandNew Award at the ISPO Munich trade show, one of the largest and most prestigious showcases for sports industry innovation. This early recognition gave the startup validation and momentum.
ON’s unique approach to cushioning—where small hollow “cloud” pods compress upon landing and expand during push-off—created a sensation unlike any other running shoe on the market. Runners found the shoes exceptionally comfortable, responsive, and light, driving early adoption.
Growth and Global Expansion
After its successful launch, ON quickly began to grow, expanding its product line and retail presence. The company initially focused on the running community, targeting both casual and professional athletes who sought innovative gear. By focusing on a high-performance niche, ON distinguished itself from brands that catered to mass-market customers.
Word-of-mouth from satisfied runners and early partnerships with specialty running stores across Europe helped spread ON’s reputation. The brand steadily grew its footprint, expanding into key markets, including the United States, where it began to attract the attention of more serious athletes.
In 2012, only two years after launching, ON was being sold in more than 15 countries. By 2014, the brand had entered the U.S. market, which became a key battleground for ON’s expansion. Its success in the U.S. helped ON rapidly increase its global presence, and soon it was available in more than 50 countries.
The “Cloud” Series: Expanding the Product Line
ON’s growth was driven by a carefully planned product strategy that saw the introduction of multiple lines within the brand, each designed to cater to different needs.
- ON Cloud: The ON Cloud series became the brand’s flagship model, perfect for both casual wear and running. Its lightweight build and stylish design attracted both athletes and everyday users, bridging the gap between performance and lifestyle.
- Cloudflow: Designed for marathon runners and long-distance athletes, the Cloudflow offered enhanced cushioning and support, cementing ON’s status as a serious contender in the running world.
- Cloudswift: Launched in 2019, the Cloudswift line was engineered for urban runners, offering maximum comfort on hard surfaces like city streets. This model also featured Helion™ foam for additional cushioning.
As ON diversified its lineup, its shoes began to appeal not just to serious runners but also to the broader fitness and lifestyle market. Its distinctive design and cloud-based technology set it apart from competitors, helping the brand break into the athleisure trend, where performance gear blends seamlessly into everyday fashion.
Roger Federer’s Partnership: A Game-Changer
A significant turning point for ON came in 2019 when tennis legend Roger Federer joined the brand as both a shareholder and a hands-on collaborator. Federer, one of the most recognizable and respected athletes globally, brought unparalleled credibility and visibility to ON. His involvement was not limited to an endorsement role; Federer actively worked with ON’s design team, leading to the creation of the “Roger” series—a collection of tennis-inspired lifestyle shoes that blend performance technology with minimalist design.
The collaboration was a significant coup for ON. Federer’s global fan base and reputation for excellence aligned perfectly with the brand’s ethos of precision and Swiss engineering. The first shoe in the series, The Roger Centre Court, launched in 2020 and immediately became a hit with both Federer fans and sneaker enthusiasts.
Federer’s involvement was more than just a marketing boost; it signaled ON’s ambition to go beyond running and become a full-fledged lifestyle brand. With Federer’s backing, ON solidified its status as a serious player in the global sportswear market, expanding beyond its running niche and into tennis and general fashion.
Going Public: ON’s IPO and Continued Success
By 2021, ON was ready to take its success to the next level. In September of that year, ON went public, listing on the New York Stock Exchange (NYSE) under the ticker symbol “ONON.” The initial public offering (IPO) raised approximately $746 million, valuing the company at around $11 billion. This marked a significant milestone in the brand’s journey, giving it the financial resources to fuel further expansion.
ON’s IPO was not just a financial event; it represented the brand’s transition from an up-and-coming disruptor to an established player in the global sportswear market. The company’s commitment to innovation, sustainability, and high-performance products resonated with investors and customers alike.
ON’s Commitment to Sustainability
As consumer awareness of environmental issues has grown, ON has made sustainability a core part of its mission. The brand introduced initiatives aimed at reducing its carbon footprint and developing eco-friendly products.
One of the most notable efforts is the Cyclon program, which ON launched in 2020. Cyclon allows customers to lease fully recyclable shoes. Once the shoes are worn out, customers can return them to ON, where they are broken down and repurposed into new shoes. This circular economy model is designed to minimize waste and provide customers with a sustainable option for footwear.
ON has also committed to using sustainable materials in its products, such as castor beans for its midsoles and 100% recycled polyester in its upper materials. These initiatives reflect ON’s understanding of the evolving consumer landscape, where sustainability is becoming an increasingly important factor in purchasing decisions.
The Future of ON
As ON looks to the future, the brand is well-positioned for continued growth. The combination of cutting-edge technology, sustainability initiatives, and strategic partnerships like the one with Roger Federer will continue to drive its success. The company’s ability to balance high-performance running products with lifestyle appeal allows it to compete across multiple categories in the global sportswear market.
ON’s innovation-focused culture ensures that it will remain a key player in the evolving athletic footwear space, while its commitment to sustainability will resonate with environmentally conscious consumers. With a strong foundation and a clear vision for the future, ON is poised to remain a leader in the industry for years to come.
From its early days as a Swiss startup to its current status as a global brand, ON’s journey has been defined by innovation, quality, and a focus on performance. The company’s unique CloudTec® technology revolutionized the running shoe market, while partnerships with athletes like Roger Federer have helped to elevate its profile on the global stage.
As ON continues to expand its product offerings and commitment to sustainability, the brand is not only shaping the future of footwear but also setting an example for what’s possible when performance, innovation, and environmental responsibility are prioritized.