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It’s On! The Swiss Performance Brand Takes Running to the Clouds



On was born in the Swiss Alps with one goal: to revolutionize the sensation of running. It’s all based on one radical idea. Soft landings followed by explosive take-offs. Or, as we call it, running on clouds.


From small beginnings in Zürich, Switzerland, On set out in 2010 with a big ambition: to change the world of running. In the ten years since, On has been embraced into the hearts, and onto the feet, of more than seven million runners in over 50 countries. And there’s no sign of slowing down.



How did it all start?


It’s not just a love of running that brought former professional athlete Olivier Bernhard and his friends David Allemann and Caspar Coppetti together. They were dedicated to developing a revolutionary idea. This is their story.


After retiring from professional competition, three-time world duathlon champion and multiple Ironman winner Olivier Bernhard devoted himself to finding a running shoe that would give him the perfect running sensation. In doing so, he crossed paths with a like-minded Swiss engineer who had an idea for a new kind of running shoe. In the years that followed, the perfect symbiosis of running experience and engineering expertise allowed that first radical idea to be refined.


Dozens of prototypes were developed, but the basic concept — cushioned landing, firm takeoff — remained paramount throughout. It was this unique running sensation that convinced Caspar Coppetti and David Allemann to come aboard too. Together with Bernhard, they formally established the On in Zürich back in January 2010. Their mission to develop a product range fully engineered in Switzerland using the latest technology picked up pace. Just a month later, in February, the prototypes won the ISPO BrandNew Award, one of the most important prizes for innovation in sport.


Ten years later, On running shoes is now available in over 6,500 retail stores in over 50 countries with offices in the USA, Japan, Australia, and Brazil.


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Roger Federer Joins On


By joining On as a co-entrepreneur, Roger becomes a driving force to On’s team and a close partner to the founders. He brings his unique experience to help take our product development, marketing, and fan experiences to new levels. Roger will also play a role in developing the athlete spirit that’s at the core of our high-performing culture.


For more information, visit on-running.com.

By ML Staff. Images courtesy of On