Have you ever wondered who’s behind those distinctive Swiss running shoes with the cloud-like soles? On Cloud shoes have become increasingly popular among runners and casual wearers alike, but many don’t know the story of who actually owns this innovative footwear brand.
On Holding AG, a Swiss athletic shoe and performance sportswear company, owns On Cloud shoes. The company was founded in 2010 by former athlete Olivier Bernhard along with his partners.
What started as Bernhard’s quest to create a running shoe with a unique feel has grown into a global phenomenon. The company has seen impressive growth in just over a decade, with its distinctive cloud-cushioned shoes catching the attention of athletes and casual wearers worldwide. In a notable development for the brand, tennis legend Roger Federer became associated with the company, bringing even more attention to these innovative shoes.
Key Takeaways
- On Cloud shoes are owned by On Holding AG, a Swiss company founded in 2010 by former athlete Olivier Bernhard and his partners.
- The brand’s distinctive cloud-cushioned design revolutionized running shoes by creating a new feel and experience for athletes.
- On has grown from a small Swiss startup to a global athletic footwear company with widespread popularity in just over a decade.
History of On Cloud Shoes
On Cloud shoes emerged from a revolutionary idea in the Swiss Alps. The company’s journey from a small startup to a major athletic footwear brand shows how innovation can change an industry.
Founding Story
On Running began with a retired athlete’s dream for better running shoes. Olivier Bernhard, a former professional athlete, wanted to create a running shoe with a completely new feel. He wasn’t satisfied with existing options on the market.
In 2010, Bernhard joined forces with his friends David Allemann and Caspar Coppetti to launch On. The three founders shared a passion for running and wanted to help other runners perform better.
The company started with a groundbreaking concept: a cushioning technology that activates only when needed. This innovation aimed to provide a soft landing followed by a firm push-off for runners.
Their first prototype featured cut garden hose pieces glued to the bottom of running shoes. This early experiment later evolved into their signature CloudTec® technology.
Evolution of The Brand
On Running quickly gained attention in the athletic footwear market after its launch. Their shoes with the distinctive cloud-shaped sole elements stood out from traditional running shoes.
The company expanded beyond its Swiss beginnings to become a global performance brand. By combining Swiss engineering with sleek design, On attracted both serious athletes and casual wearers.
In 2019, tennis star Roger Federer joined as an investor and design collaborator, bringing more attention to the brand. This partnership helped On reach beyond the running community.
The company continued to innovate with new technologies and product lines. Their commitment to performance, comfort, and style has made them a rising competitor in the athletic footwear industry.
On went public in 2021, marking another milestone in its rapid growth from a small Swiss startup to a recognized global brand.
Ownership and Partnership
On, the Swiss athletic shoe company, has grown rapidly since its founding thanks to strategic ownership structures and key business relationships. The brand has attracted high-profile investors while maintaining its original founding vision and expanding globally.
Current Ownership Structure
On Holding AG operates as a company limited by shares under Swiss law, registered in Zurich, Switzerland. The company was co-founded by three individuals with a passion for running: Olivier Bernhard, Caspar Coppetti, and David Allemann.
Olivier Bernhard, a former professional athlete, serves as an Executive Board Member and remains actively involved in the company’s operations. The founders still maintain significant ownership stakes in the business.
In 2019, tennis legend Roger Federer became a notable investor in On. He purchased a significant equity stake in the company, bringing his global influence and business acumen to the brand.
The company went public in 2021, trading on the New York Stock Exchange, which further diversified its ownership structure while providing capital for continued growth.
Notable Partnerships
On has developed several strategic partnerships to enhance its brand presence and product development. The most prominent partnership is with Roger Federer, who goes beyond being just an investor. Federer actively collaborates on product design and serves as a brand ambassador.
This partnership has resulted in signature shoe lines and increased global visibility for the Swiss running brand. Federer’s involvement has helped On expand beyond performance running into lifestyle categories.
On also maintains partnerships with various athletic teams and events worldwide. These collaborations help the brand test new technologies and gain visibility in competitive sports environments.
The company focuses on building long-term relationships rather than short-term endorsements, which aligns with their sustainable growth strategy. These partnerships have played a crucial role in On’s rapid rise in the competitive athletic footwear market.
Product Range
On offers a diverse lineup of performance footwear built around their innovative CloudTec® technology. Their products blend Swiss engineering with sleek design for both casual and serious athletes.
Running and Training Shoes
The core of On’s product lineup centers on their popular Cloud shoes for running and training. These distinctive shoes feature the company’s patented CloudTec® soles – hollow tubes that compress when your foot strikes the ground and then lock firm for takeoff.
The Cloudflow series caters to fast-paced runners, while the Cloudstratus offers maximum cushioning for longer distances. For trail enthusiasts, the Cloudventure provides grip and protection on rough terrain.
On doesn’t just make running shoes. Their lineup includes specialized training models like the Cloud X, designed for mixed workouts and gym sessions. Each shoe maintains the brand’s signature lightweight feel while addressing specific athletic needs.
Expansion into Tennis Shoes
In 2019, On made a significant move into tennis footwear after partnering with Swiss tennis legend Roger Federer. This collaboration wasn’t just a celebrity endorsement – Federer became an investor in the company and helped develop the THE ROGER line of tennis shoes.
THE ROGER Pro represents On’s performance tennis shoe, engineered with Federer’s input to deliver speed and stability on court. For casual wear, THE ROGER Centre Court and Clubhouse models blend tennis heritage with everyday style.
These tennis shoes incorporate On’s CloudTec® technology while adding tennis-specific features like reinforced lateral support and specialized outsole patterns for court movement. The expansion demonstrates On’s commitment to bringing their innovative approach to different athletic categories.
Design and Innovation
On Cloud shoes stand out in the athletic footwear market with their distinctive look and groundbreaking technology. The brand combines Swiss engineering with practical design elements to create shoes that are both functional and stylish.
Sleek Design Elements
On Cloud shoes feature a minimalist aesthetic that sets them apart from other athletic footwear brands. Their clean lines and sleek profiles make them instantly recognizable.
The shoes typically come in modern color schemes that blend fashion with function. Many models feature a two-tone approach with contrast between the upper and the distinctive Cloud elements on the sole.
Weight reduction is a key design principle for On Cloud. Their designers strip away unnecessary materials while maintaining structural integrity.
The upper portion of On Cloud shoes often uses engineered mesh that provides both breathability and a snug fit. This attention to detail extends to the lacing systems, which are designed for quick adjustments and secure fit.
Innovative Technology
The most distinctive feature of On Cloud shoes is their CloudTec® technology. These hollow pods on the sole compress when the foot strikes the ground and then lock to provide a solid platform for push-off.
This unique cushioning system was the brainchild of former athlete Olivier Bernhard, who wanted to create a running shoe with a totally new feel. The technology aims to provide a soft landing followed by an explosive take-off.
On’s innovation extends to their materials as well. The company’s head of materials focuses on developing new compounds that balance weight, durability, and performance.
The brand continues to evolve their designs through extensive testing and athlete feedback. This commitment to improvement keeps On at the forefront of running shoe innovation.
Sustainability Efforts
On Cloud, the Swiss running shoe company, has embraced sustainability as a core value. Their eco-friendly initiatives focus on using recycled materials and reducing environmental impact across their product line.
Recycled Materials
On Cloud has made significant progress in using recycled materials throughout their footwear. Their commitment includes creating shoes with components made from recycled polyester and other sustainable materials. The Cloudneo shoe stands out as part of their Cyclon program – a fully recyclable running shoe.
What makes On’s approach unique is their focus on circularity. The company designs products that can be shredded and recycled at the end of their life cycle to create new products.
They’ve partnered with other footwear brands and sustainability experts to advance their mission. This collaboration includes 35 Sustainability Experts across academia, investors, and suppliers working together to improve materials and processes.
Environmental Impact
On Cloud’s environmental strategy divides into three core areas: People, Planet, and Responsible Production. This comprehensive approach ensures they address sustainability from multiple angles.
The company is actively working on:
- Reducing carbon emissions in manufacturing
- Using renewable energy in production facilities
- Creating more durable products to extend lifespan
- Developing efficient recycling systems
Their innovation includes the subscription-based Cyclon program. With this program, customers never actually “own” the shoes. Instead, worn-out pairs get returned to be recycled into new products, creating a closed-loop system.
On Cloud also recognizes that sustainability involves fair labor practices. They’ve committed to building a fair and inclusive future while driving progress on circularity and renewable materials.
Customer Experience
On Cloud shoes have gained a reputation for their unique features and loyal customer base. Users often share feedback about comfort and support received when using these innovative footwear products.
Wearing Comfort
On Cloud shoes are designed with a unique cushioning system that many wearers describe as “running on clouds.” This sensation comes from the distinctive CloudTec® technology that provides soft landings and firm takeoffs.
Many customers report the shoes feel lightweight yet supportive during various activities.
First-time wearers often notice the immediate comfort without needing a break-in period. The shoes adapt well to different foot shapes, though some users with wider feet may need to size up.
People especially appreciate the shoes for all-day wear, not just during workouts. Many On Cloud owners mention wearing them for work shifts that require standing or walking for extended periods.
Customer Support
On’s customer service team has built a positive reputation for responsiveness and helpfulness. They offer multiple contact channels including email, phone, and social media support.
Many customers highlight the hassle-free return process when sizes need exchanging. The company typically provides a generous return window compared to industry standards.
The brand maintains active engagement on social platforms, responding to questions and addressing concerns promptly. This accessibility helps build trust with their customer base.
On also offers a warranty program that covers manufacturing defects, giving buyers peace of mind with their purchase. Their Berlin-based customer service center handles inquiries from across Europe, while other regional offices support customers worldwide.
Market Presence
On Cloud running shoes have become a major player in the athletic footwear industry with impressive growth and strategic expansion. The brand has successfully captured market share through innovative products and strong brand partnerships.
Global Reach
On Running has made significant strides in the global athletic footwear market, competing against giants like Nike, Adidas, Skechers, Puma and New Balance. The Swiss company has experienced explosive growth since its founding in 2010, quickly expanding beyond its European origins.
On Cloud shoes have gained particular popularity with younger consumers. U.S. adults aged 18-24 are most likely to own On Cloud shoes (30%), with 25-34 year olds following close behind. This strong appeal to younger demographics has helped fuel the brand’s rapid rise.
In just over a decade, On has exploded in popularity and achieved global recognition. The company’s innovative cushioning technology and sleek designs have helped distinguish it in a crowded marketplace.
Marketing Campaigns
On Running’s marketing approach combines athletic performance with lifestyle appeal. A major boost to their visibility came through a partnership with tennis legend Roger Federer. Federer joined as an investor and brand ambassador.
Federer’s involvement has elevated On Cloud shoes beyond just running. Now, they’re positioned as premium lifestyle footwear. His global recognition has helped introduce the brand to new audiences worldwide.
The company uses collaborative projects to maintain excitement around their products. These partnerships create limited-edition releases that build brand desirability and customer loyalty.
On’s marketing frequently emphasizes their Swiss heritage and innovative technology. They highlight their unique cushioning system that provides both soft landings and explosive takeoffs for runners.
Social media campaigns often feature both professional athletes and everyday users. This creates an inclusive community around the brand.
