Back in 2010, in Zurich, Switzerland, three friends set out to change the way we run forever. Former professional athlete Olivier Bernhard teamed up with Caspar Coppetti and David Allemann to create what would soon become one of the most game-changing sneaker brands in the world: On. Their mission was simple: to make running feel like gliding on clouds.

On didn’t just tweak existing running shoes—they reinvented them. At the heart of the brand is CloudTec® technology, a system of hollow pods (aka “clouds”) that compress as you land, then spring you forward on takeoff. Paired with the brand’s Speedboard® plate, every step is equal parts cushioned and explosive. Translation: softer landings, stronger push-offs, and a ride that feels unlike anything else.

From a Startup to a Global Movement

It didn’t take long for On to go from a niche running experiment to a worldwide phenomenon. Word spread quickly thanks to elite athlete endorsements and a reputation for blending performance with sleek, minimal design. Then came one of the brand’s biggest moments: in 2019, tennis legend Roger Federer joined the team as both an investor and collaborator. That partnership not only boosted On’s credibility but also brought fresh eyes from the lifestyle and fashion communities.

Fast forward to today, and On is everywhere—sold in over 60 countries, spotted on city streets, runways, marathons, and beyond. The brand has nailed the balance between serious performance tech and everyday wearability.

Why Everyone Loves On

So, what’s the secret to On’s rise? A few things stand out:

Next-level tech: CloudTec® cushioning + Speedboard® propulsion = a signature ride.

Lightweight feel: Breathable, supportive, and so comfortable, you’ll forget you’re wearing them.

Versatility: Sleek enough for the city, tough enough for the track.

Athlete-approved: Backed by Federer and countless marathoners, triathletes, and pros.

On at FEATURE

At FEATURE, check out some of our favorite On sneakers that embody everything the brand stands for—performance, style, and versatility. Whether you’re chasing a PR or just need sneakers that move effortlessly from workouts to weekends, On’s got you covered.

Shop the latest On at FEATURE and see what it really feels like to run on clouds.