The Story of "On": How It Took the Running Shoe Market by Storm in Just a Decade
In just about a decade, the Swiss brand "On" has taken the running shoe market by storm and is now attracting global attention. Behind this success is the story of Olivier Bernhard, a former world champion triathlete, who relentlessly pursued an innovative running experience from a runner's perspective. This article traces the trajectory of On from its founding to the present, delving into the features of its products, such as the unique "Cloud" structure, its approach to collaborating with top athletes, and its latest efforts toward sustainability, all in an accessible and professional manner. By explaining the world of On from multiple angles—incorporating specific examples, athlete quotes, and behind-the-scenes stories like Roger Federer's involvement—we hope to provide tips for "running more joyfully and freely."
1. The Birth and Background of "On"
1-1. The Founder's Original Experience and Passion for Running
Olivier Bernhard, a native of Switzerland, was once a world-class triathlete, boasting numerous brilliant achievements including six Ironman victories and world championship titles. Having been passionate about running since childhood, he says he was strongly drawn to the feeling that "running is purely fun."
"When I was five or six years old, the first time I entered a small local race, I felt that sense of freedom and being completely absorbed in the moment. In a group where breathing and footsteps blended together, just aiming for the finish line—I was thrilled by that 'sense of unity among runners.'"
Throughout his long career as a top athlete, he tried shoes from various brands, and his desire to "create a more comfortable running feel" grew stronger. Even after retiring from competition, that desire did not fade, and he began to think, "I want to give shape to the shoes I envision and deliver a new running sensation to many runners."
1-2. Prototypes That Started with a "Garden Hose"
When developing his own running shoes, Bernhard first took his proposals to several major manufacturers. However, they all turned him down, saying, "That idea is difficult to put into practical use," or "The R&D team isn't focusing on it, so it probably doesn't have much potential."
Still, he did not give up, and a strange prototype arrived for him: "Try these shoes with pieces of a garden hose glued to them." Although it looked rough, like something out of "Frankenstein," he said that when he actually ran in them, they were unexpectedly comfortable.
"The look was terrible, but the moment I ran, I had an intuition that 'this is interesting.' It might be able to control not just vertical impact, but horizontal impact as well."
To turn that experiential feedback into conviction, Bernhard invited Caspar Coppetti and David Allemann, both from the consulting industry, as business partners, and officially launched "On" in Zurich, Switzerland, in 2010.
2. The Philosophy and Product Creation of "On"
2-1. Balancing "Soft Landings" and "Propulsive Take-offs"
The biggest feature of On shoes is the hollow Cloud structure. Upon landing, it sinks softly, and when taking the next step, it maintains rigidity to generate strong rebound. Through this, they aimed to balance the feeling of "running on clouds" with the "power to push off the ground firmly."
In the early stages of development, factories and engineers repeatedly told him, "This is difficult to manufacture" and "Mass production is impossible," but Bernhard pushed forward, saying, "When people tell me it's impossible, it makes me want to do it," and he completed the Cloud structure.
2-2. Marketing Strategy Focused on Experience
From the beginning, On has strongly emphasized experiential marketing, not just explaining the shoes but having people "actually wear them and run." Instead of just giving presentations at retail stores, they hold test-run sessions and events to let people experience the product's performance on the spot.
"Instead of telling them in words that 'this is the best,' it's faster to have them run first. Then they naturally realize, 'What is this landing feel and propulsion?'"
This strategy hit the mark, and specialty stores and core runners who quickly understood the performance of the shoes enthusiastically spread their support.
3. Athlete Support and the Professional Team "OAC"
3-1. Partnerships with World-Top Athletes
To create the shoes that top-level athletes actually demand, On has placed importance on working hand-in-hand with them. In the early days of the company, Olympic medalists in the triathlon world and renowned professional runners began wearing On, feeding back their real-world experience into product development.
'I want to realize everything I felt as an elite athlete that I wished I had in terms of support through On.'
Bernhard says this, and when signing athletes, he does not just provide funding; he also provides comprehensive support in areas such as nutrition, mental training, contract procedures, insurance, and tax affairs.
3-2. Launch of the On Athletics Club (OAC)
The most symbolic of these is the On Athletics Club (OAC). Around 2019, OAC USA was launched based in Boulder, Colorado, to support elite track and field athletes. It accepts a diverse group of runners from various countries and disciplines, including middle-distance runners from Australia and a marathon runner with Swiss nationality who has a refugee background.
Furthermore, in 2023, OAC Europe was launched with a focus on developing young athletes. There is a vision to expand from the US and Europe to Asia and Africa in the future, creating an environment where athletes can move between regions and disciplines.
4. Meeting Roger Federer
4-1. An Unexpected 'Reverse Offer' and Entry into the Tennis World
A partnership that cannot be left out when talking about On is with global tennis star Roger Federer. When the brand was still relatively unknown, Federer was spotted wearing On shoes on Instagram. In fact, he liked the comfort himself and approached On.
'I was truly surprised when he contacted us asking, "Can we do something together?" We didn't think we had the budget to sponsor Federer.'
As a result, Federer joined On as an investor and also cooperated in the development of a signature tennis shoe model. The company is beginning to expand its technology not only into the running field but also into the tennis scene.
5. Growth, IPO, and the Future
5-1. Remarkable Growth and Stock Listing
In just a few years since its founding in 2010, On has expanded rapidly, mainly in Europe and North America. In 2021, it listed its shares on the New York Stock Exchange, raising approximately $746 million. It is reported that its valuation exceeded $7 billion.
'The funds obtained through the IPO are "fuel" to invest in further innovation and athlete support. We still want to keep chasing our dreams.'
Even after going public, the company has adopted a dual-class structure where founding members and major investors hold a large number of voting rights, maintaining a system that allows them to pursue their founding philosophy without wavering.
5-2. Commitment to Sustainability
Since his days as a professional athlete, Bernhard has been concerned about the environmental impact of the footwear industry. With the desire to change the structure of mass production and mass disposal, he launched the "Cyclon" program, a system that manufactures with recyclable materials and buys back and reuses shoes.
By actively promoting innovation centered on sustainability, not just improving product performance, he is also aiming for a ripple effect on other brands.
5-3. A Vision to 'Move People and Make Them Healthy'
On is beginning to develop shoes and apparel that can be used not only for running but also for tennis and daily life. Bernhard has set the goal of "igniting the human spirit through movement" and intends to expand his approach to a wider range of sports areas and lifestyles.He says, "People are naturally meant to move, not sit. Walking, running, and enjoying sports can make both the mind and body healthy. We want to expand that potential even further."
'People are naturally meant to move, not sit. Walking, running, and enjoying sports can make both the mind and body healthy. We want to expand that potential even further.'
The factors behind On's rapid growth include topics such as "innovative comfort felt by top athletes," "experience-based marketing," "comprehensive support for diverse athletes," and "the participation of Roger Federer." Furthermore, by focusing on sustainability and building teams that transcend the boundaries of region, age, and sport, they continue to present "a new future of running and sports to people around the world."
Bernhard himself says, "This is just the beginning," and he firmly believes in further possibilities. We will likely not be able to take our eyes off On as it continues to create new products and sports culture while painting the continuation of its dream.
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