Olympics and the Rise of ON: A New Era in Sports Branding
In July 2024, the Paris Olympics began with great global attention. As top sports brands like Nike, Adidas, and Lululemon competed by designing uniforms and gear for national teams, one relatively lesser-known brand stood out—ON from Switzerland. With innovative technology and a clear brand philosophy, ON captured the spotlight amidst giants.
LightSpray Technology: Innovation in Weight and Design
ON opened a pop-up store in Paris, showcasing the creation process of their latest innovation—running shoes made with LightSpray technology. Using robots and heat-fusion instead of glue, these shoes weigh only 170g, making them lighter than the latest iPhone.
The idea sparked when a team member watched a video of a glue gun mimicking spider silk. That simple inspiration led to a groundbreaking moment on the world’s biggest sporting stage.
Born from Injury: The Start of ON
In 2010, Olivier Bernhard, a professional triathlete and six-time world champion, founded ON after struggling with Achilles tendon injuries. Frustrated by existing running shoes, he envisioned footwear that would feel like running on clouds.
Swiss Roots, Global Dreams
The founders had no prior experience in shoe manufacturing, and Switzerland was not known for sportswear. However, these disadvantages became strengths. By leveraging innovative design and nature-inspired technology, ON began forging a unique path.
A Game-Changing Partnership with Roger Federer
Everything changed in 2019 when tennis legend Roger Federer discovered ON after his wife wore their shoes. Intrigued, Federer tried them on and was so impressed that he partnered with the brand. He later described it as the best investment of his life.
Global Expansion and Market Success
In 2021, ON went public on the New York Stock Exchange. On its first day, the stock price soared by 46%, raising approximately $800 million. The brand followed with product releases like the Cloudmonster and Cloudspark, maintaining over 60% annual revenue growth since 2020.
Eco-Friendly Innovation and Sustainability
In September 2021, ON launched the Cloudneo—running shoes made from castor beans and fully recyclable. Their subscription model, priced at $29.99 per month, allows users to exchange worn-out shoes, promoting circular consumption. Sustainability is embedded in all ON products.
Philosophy Rooted in Nature
Bernhard, shaped by years of training in the Swiss Alps, developed a deep respect for the environment. ON’s mission reflects that, aiming to use 95% recycled materials by 2027. They even built a cabin in the Alps to test products and embody their brand values.
Conclusion
ON has evolved from a niche Swiss brand into a global innovator, blending technology, nature, and sustainability. After capturing attention at the 2024 Paris Olympics, ON’s journey is just beginning—and the future looks bright.
