On: The Swiss Originator of Innovative Athletic Footwear

On: The Swiss Originator of Innovative Athletic Footwear


When it comes to athletic shoes and performance sportswear, On is a name that stands out. Originating in Switzerland, the company has become a prominent player in the sports clothing and running shoe industry. With a strong focus on innovation and unique cushioning technology, On has captured the attention of athletes and fitness enthusiasts worldwide. In this blog post, we will explore the history of On, its market presence, and the revolutionary CloudTec cushioning technology that sets its products apart.

On was first established as a sporting goods company in 2010 by Olivier Bernhard, a former Swiss Ironman champion, along with David Allemann and Caspar Coppetti. Their vision was to create athletic footwear that combined performance, comfort, and style. In 2012, the company gained significant recognition with the release of the Cloudracer, a performance footwear product that quickly gained popularity among athletes.

As of 2019, On held an impressive 40% share of the running shoe market in Switzerland, showcasing its strong presence in its home country. Additionally, it secured a 10% share in the German market, highlighting its growing popularity across borders. By mid-year 2020, On sports footwear was available in 6,000 retailers across 55 countries worldwide, with the United States emerging as its largest single market. According to market research firm NPD, On owns 6.6% of the performance running shoe category in the United States, further solidifying its position in the global market.

One of On's key differentiators is its proprietary cushioning technology called CloudTec. This innovation stemmed from Olivier Bernhard's experimentation with a garden hose, exploring how its shape could offer a whole new level of cushioning. The result was the creation of a series of "clouds" that run underneath all On shoe models. These clouds provide cushioning upon foot impact, offering a soft landing. As the clouds compress in the forefoot, they create a firm and stable platform for a powerful push-off during the next step.

The unique design of CloudTec allows athletes to experience the benefits of both cushioning and responsiveness in their footwear. By tuning the structure of the clouds, On can optimize the shoes for softer landings without compromising stability and energy return. This technology has gained praise from athletes and has contributed to the brand's success in the competitive athletic footwear market.

On, the Swiss athletic shoe and performance sportswear company, has made a significant impact in the sports industry with its innovative design and cushioning technology. From its humble beginnings in 2010 to becoming a leading player in the global market, On has captured the attention of athletes and fitness enthusiasts. With its strong presence in Switzerland and growing market share in countries like Germany and the United States, On continues to expand its reach while maintaining a commitment to performance, comfort, and style. Through its revolutionary CloudTec cushioning technology, On has set itself apart from competitors and established itself as a brand that prioritizes both innovation and the needs of athletes.

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