Share
The world of sneakers is currently experiencing a real “On-mania” – sports shoes from the Swiss brand ON are worn with equal zeal by both professional athletes and young investors from Silicon Valley. Experts joke that the success of this startup is the result of a perfect storm: technology, aesthetics and very precise marketing. We tell you in more detail how this new star was born.
Technologies
The main feature of ON sneakers is their sole, which instantly made runners from all over the world fall in love with them. Its design with “hollow” elements resembles clouds, and the first athletes who tested the new product began to compare running in ON sneakers with the softness of running on clouds. This is how the technology was called CloudTec®, and it was developed by former Swiss triathlete Olivier Bernhard, one of the future co-founders of ON. 
The first samples of ON sneakers
Advertising.
In 2010, together with friends David Allemann and Caspar Coppetti, they wanted to create a shoe that would give the feeling of running on clouds. Bernhard's idea was simple – during landing (cushioning), the “clouds” would compress and become rigid for a powerful push-off. He first visualized it using a regular garden hose – Olivier cut it into pieces of equal length and attached it to the sole.
Made in Switzerland
In less than two years, the brand began to be sold in 25 countries, winning the love of both professional athletes and amateurs. His team aptly played the card of the brand's origin – in the consumer's mind, Swiss Engineering is next to the reliability of watches or knives. This gives the brand a credit of trust in terms of quality and durability. This status was reinforced by cooperation with the Swiss tennis player Roger Federer.
Roger effect
Swiss tennis legend Roger Federer became not just the face of the ON brand, but also its investor and co-owner. This happened in 2019. Together with the former athlete, ON developed a functional line of sneakers for everyday use, in particular the model The Roger. At this point, the brand expanded its fan base, as before it was known mainly among runners.
Elitism
The ON team chose an unusual promotion strategy: at first the focus was on professional sports communities. At first, their sneakers were not sold in large department stores or shopping malls. They could only be found in specialized running stores or on the platforms of luxury retailers, such as Net-a-Porter or Selfridges. This created an aura around the brand of “shoes for those in the know”, and among the first fans, in addition to athletes, were residents of Silicon Valley. The latter appreciated ON not only for its comfort and the same softness, but also for the most calm design. At the time of the first wave of ON's popularity, footwear giants tried to outdo each other in the design of new pairs, experimenting with ugly aesthetics or futurism. ON was chosen by those who were looking for “design without design” so that sneakers could be easily worn with their entire wardrobe.
The power of collaborations
The fashion world did not remain indifferent to ON's success – LOEWE made a joint collection with the Swiss. At that time, the brand's creative director Jonathan Anderson was able to give the technological models Cloudventure and Cloudtilt a new, more sophisticated sound. Instead of the usual bright colors, complex shades appeared, and ON sneakers became noticeable on the feet of people who had previously chosen exclusively luxury. ON also surprised fans with a collaboration with the South Korean brand PAF (Post Archive Faction) – customers saw how the idea of “design without design” can meet the Asian avant-garde.
The right ambassadorship
Of course, ON's main ambassador and promoter is Roger Federer, but recently the brand has started inviting other stars as well. In 2024, Zendaya became the brand's official partner. This means that she will not only participate in advertising campaigns – she will also be involved in styling and promoting ON's lifestyle lines.
Zendaya
Iconic models
There are several models in the On line that have already become “icons” among fans. The first model is Cloud 5, which is also called the “face” of the brand. It was with this model that the mass love for On began. Fans also call it a classic for every day, and among the advantages they mention the quick lacing system (elastic laces that do not need to be tied) and incredible lightness. Now the next generation of Cloud 6 is presented on the brand's website.
Cloudmonster – this model changed the rules of the game for the brand in 2022, making On noticeable among fashionistas. It has the largest “clouds” (CloudTec® elements). It looks futuristic and modern.
Cloudmonster
Classic fans will love the Roger Federer collaboration. It’s the brand’s answer to classic white leather sneakers (like the Stan Smith or Common Projects). The Roger Advantage has the look of a classic tennis shoe, but inside it’s a technological sole and Speedboard® (energy return plate).
The Roger Advantage
Cloudventure trail shoes have already become part of the popular gorpcore style. They are often chosen for autumn wardrobes in the city, because they do not get wet and have an emphasized “technological” character.
Cloudventure
You can find other ON sneaker models at the link.