Launched in 2010 by Olivier Bernhard, Caspar Coppetti and David Allemann with the brand's unique CloudTec technology for running, the distinct outsole technology quickly caught on in the running community with the Cloud silhouette and the brand immediately expanded out of Switzerland.
Along with the tie to tennis, On will continue to expand in running and fitness. The Cloudmonster is coming in March 2022 with On's take on maximum cushioning and a double layer of CloudTec technology. Already, On has four key franchises in running—Cloudflyer, Cloudflow, Cloudswift and soon Cloudmonster—along with another three main silhouettes in outdoors—Cloudventure, Cloudrock and Cloudultra—and four more playing well in the everyday performance category, from The Roger to Cloudnova.
The outdoor space remains important, Maurer says, with the brand's roots in Switzerland. And as young consumer continue to adopt the brand, the mixture of running, outdoor and everyday performance plays well in the athletic sneaker industry's largest categories.
"We adopted a new form factor in the sole, but retained full CloudTec," he says."It also has the Speedboard. It is just a super-duper nice shoe that resonates with a new consumer." In keeping with the brand's sustainable focus, the Cyclon is on its way in early 2022, a fully recyclable shoe that you won't own.
As On grows its presence across footwear, expect a bigger push in apparel. The goal of apparel is to bring performance to both running and the everyday category."There hasn't been a brand that started apparel out of running," Maurer say."Making all-day use, very versatile, where you can run in it but also walk to the office and do whatever you like, we want to make sure we are growing out of running.
From the brand's IPO to future plans, growth centers the focus."The optionality for the future has so many opportunities on the table," Allemann says."We have only scratched the surface with what we are doing right now."
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