I wasn’t aware of On, the Swiss shoe and accessory manufacturer until Roger Federer became their brand ambassador in 2019. Nearly fifteen years after its debut, On remains a lesser-known brand compared to giants like Nike, Adidas, and Asics. But, that’s quickly changing. Walk down any street, hit a running trail, or glance at the feet of your favorite celebrity, and you’ve likely seen them: those distinctive On shoes with the “clouds” on the sole. The shoes are popping up everywhere, and the company is on track to generate nearly $3.5 billion in annual sales in 2025.
Just recently, I invested in a pair of On Cloudrock Low Waterproof hiking shoes. I don’t do much hiking or trekking, but I needed a pair of casual shoes good for travel and everyday activities. On and Hoka fit the criteria; I settled on a pair of Ons. I’ll admit, I was partly influenced by seeing tennis stars like Ben Shelton and Iga Świątek sporting the brand on the court. So far, I like everything about them—except for the price!
But is On merely a passing trend, or is it truly challenging established giants like Nike? In a crowded footwear market, how has this Swiss brand achieved its meteoric rise?
From Swiss Alps to Global Impact
On’s story began in 2010 when former Ironman athlete Olivier Bernhard, along with friends David Allemann and Caspar Coppetti, set out to revolutionize the feeling of running. Their vision of a shoe with a soft landing and an explosive take-off—a sensation they called “running on clouds”—led to the creation of their signature CloudTec technology. This innovative cushioning system, featuring individual “cloud” elements on the sole, garnered immediate acclaim, including the prestigious ISPO BrandNew Award in 2010, signaling the arrival of a groundbreaking innovation from the world of Swiss running shoes.
Pounding the Pavement, Conquering the Trails
On initially focused on the performance running market, where its unique technology quickly gained a loyal following. As its reputation grew, the brand expanded into trail running and trekking with models like the Cloudventure and Cloudrock, demonstrating the adaptability of their cushioning to rugged terrains. This move allowed the company to tap into the booming outdoor activities market, attracting hikers, trail runners, and adventurers seeking high-performance footwear.
- Improved grip
- Light and versatile
- Running-inspired build
- Waterproof protection
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The Crossover: Where Performance Meets Lifestyle
What truly sets On apart is its seamless blend of performance and style. The shoes’ clean, minimalist aesthetic has made them a fashion statement, aligning perfectly with the rise of “athleisure.” This appeal has been amplified by high-profile endorsements. When tennis legend Roger Federer became an investor and co-designer of “The Roger” line, it propelled the brand into the global spotlight. Other influential figures like Zendaya, Oprah Winfrey, and George Clooney have also been seen wearing On shoes, solidifying the brand’s status as both performance-driven and effortlessly stylish.
Broadening Horizons: Generational Reach and Community Power
On’s success extends across a wide demographic, from seasoned athletes to style-conscious individuals. The brand’s innovative products and commitment to sustainability have particularly resonated with younger generations. A key to On’s strategy is its focus on community building. Beyond sponsoring elite athletes like Hellen Obiri, who utilizes their innovative LightSpray technology, On empowers community ambassadors to promote the brand authentically. This grassroots approach, combined with high-profile endorsements, has created a powerful network that strengthens brand loyalty.
A Stride Towards Financial Stardom
On’s innovative products and shrewd marketing have translated into remarkable financial success, underscoring its arrival as a major player in the global sportswear market. The company’s growth has been explosive, with annual sales soaring to over $2.59 billion in 2024. This momentum builds on a history of major milestones, like surpassing the $1 billion mark in shoe sales back in 2022. The brand’s impressive performance has fueled the high investor confidence that has followed its successful 2021 stock market debut.
The Road Ahead: Innovation and Expansion
On shows no signs of slowing down. The company continues to innovate with its CloudTec technology and new developments like CleanCloud (a foam made from captured carbon emissions) and LightSpray (for personalized, lightweight shoes). Strategically, On aims to expand its global retail footprint, particularly in key markets like China, and is increasing its presence in tennis with new player sponsorships. The brand’s long-term vision is to become the “most premium global sportswear brand” by combining strong growth with increasing profitability.
On’s Enduring Impact
From its origins in the Swiss Alps, On has become a global sportswear powerhouse. Its unique blend of performance, design, and lifestyle appeal has allowed it to carve out a significant space in a market long dominated by giants. While Nike’s legacy is undeniable, On has demonstrated that a challenger brand with genuine innovation and a keen understanding of consumer desires can achieve remarkable success. On’s story is a testament to the power of a clear vision and an unwavering commitment to an exceptional product that inspires both movement and style.
Sources: About On | On Running
On Press – On Announces its Three Year Financial Outlook
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