Olivier Bernhard, David Allemann, Casper Coppetti
Thanks to its gentle color palette and innovative-yet-unobtrusive cirrocumulus silhouette, the On has effectively displaced the last lifestyle sneaker to become so ubiquitous it felt like the default.
Distributed in over 60 countries through retail partners and DTC online, On’s claim to fame is its innovative CloudTec design that promises runners the feeling of “running on clouds,” combined with its rock-solid commitment to sustainability and the circular economy.
Federer, who left Nike in 2018, joined On as a three percent owner in 2019.
“To make high-performance products with the lowest possible footprint, engineered for circularity, and with preferred materials, manufacturing methods, and distribution models.”
Now the company is moving forward with an even more innovative approach to circularity: its Cyclon program introduces a circular subscription-based distribution model for high-performance running shoes and t-shirts, all made from castor beans.
On was first incorporated as a sporting goods company in 2010. The company was founded by former Swiss Ironman champion Olivier Bernhard in partnership with David Allemann and Caspar Coppetti.
In 2012, On released the Cloudracer, a performance footwear product favoured by Swiss professional triathlete and London 2012 Olympic gold medal winner Nicola Spirig. The company claims a proprietary cushioning technology in its shoes as its unique selling point; a patented design called CloudTec.
Swiss Tennis professional Roger Federer became a shareholder in On AG in November 2019.
A limited edition lifestyle shoe named “The Roger” was subsequently released by the company in July 2020.
On March 31, 2022, On launched the Cloudmonster. It deviates from the company's previous designs by having a larger sole.
In March 2023, On announced its sponsorship of number one women's tennis player Iga Świątek and men's tennis player Ben Shelton.