ON Sneaker

At Asphaltgold we are constantly looking for new and special brands for our footwear portfolio, which is why we always think outside the box and often end up in the performance sector. Not surprising, since the biggest players on the sneaker market also come from sports and athletics. One brand that we have had on our radar for quite some time and have recently added to our range is the shoe brand On Running. The sneakers from Switzerland have brought it in the last 10 years to some notoriety and now On Sneaker are also in the lifestyle an absolute size.

The story of On Running - newest brand in our portfolio - starts not even 15 years ago in Switzerland, more precisely in Zurich. Three friends (and avid runners) Olivier Bernhard, David Allemann and Caspar Coppetti came up with a revolutionary idea that formally gave birth to On Running in January 2010. The so-called "On Clouds" won the ISPO Brand New Award just one month later - On Running production could begin on a larger scale and by July the first On sneakers were already on the shelves of the first retailers.

What started in Zurich, Switzerland, quickly became a success story. The running shoes with the Clouds are now sold on every continent and in thousands of stores - runners all over the world trust the shoes with the distinctive soles, whether on the road, track or trails. The latest coup of the Swiss is a neat step towards sustainability: they have established a subscription system for running shoes with the Cyclon Circularity Program - with a 100% recyclable shoe!

But ON is also making a name for itself away from the running trails. Meanwhile, its own lifestyle collection is on the market, fashion collaborations with Roger Federer, LOEWE and Highsnobiety provide additional talking points! In particular, the deal with Swiss tennis player Roger Federer, who is not only one of ON's flagship faces but also a major shareholder, brought ON sneakers even more into the public eye. After his shoe deal with Nike ended in 2019, Federer-branded casual and even tennis sneakers appeared. In 2021, the Swiss company's IPO followed!

On Running revolutionized running in 2010 and are constantly growing. Not only has the 1000-employee mark been cracked in the meantime, but they have also been able to place themselves ahead of adidas in the running segment in the important German market, for example.

The story of ON Running is just 13 years old and still far from over. That's how long the Swiss continue with the following self-imposed mission: "Ignite the power of human spirit through movement."

There are many reasons for the enormous success of On Running, apart from the already mentioned mission of the Swiss, it is above all the fact that shoes are made by athletes for athletes. For example, the core of the technology is the patented CloudTech system, which is based on individual cushioning chambers in the midsole, the first prototypes of which were made from simple pieces of garden hose.

On itself states:

"CloudTec® is a unique Swiss technology cushioning system that provides greater comfort and support for more efficient running. It absorbs energy on landing, reduces impact and adapts to your running style. In the process, you experience the feeling that runners around the world love. We call it running on clouds."

In addition to the good performance of the shoes, the attention to detail, the modern design and the good workmanship are convincing in all On sneakers.

The step to becoming a trendy lifestyle brand nevertheless took a few years, as the CloudTec look was not immediately comprehensible to every sneaker fan. But with its unique models and the special On look, the brand managed to reach even this group of buyers. The high-quality and often futuristic materials and increasingly cleaner and more restrained colorways certainly also played a role. Models such as the CloudMonster road running shoe or the CloudUltra trail running shoe can be mentioned here.

In addition, there is the outdoor trend, which has been on the rise in recent years and has given many (outdoor) sports brands a boost in the leisure sector. Whether (trail) running, hiking or climbing - being active outdoors is a big topic in the younger target group and has even become part of the fashion world via Gorpcore. Of course, On Running is also way out in front with its performative, reduced and techy silhouettes. Of course, nothing works without Gore-Tex and co., which is why models like Cloudwander & Cloudrunner Waterproof with their waterproof membrane are gratefully accepted.

In the meantime, however, it's not just ON's running and hiking shoes that have become more street-ready; since 2020, there has been a tennis retro sneaker together with Roger, as well as some running-inspired lifestyle sneakers like the Cloudaway or the Cloudnova.

Gone are the days when On Running was a brand purely for road running. In the previous section we dealt with the lifestyle suitability of ON, now we will talk about the individual models. First of all, we have to mention the classic On running shoes, the origin and core of the brand. The classic here is the Cloud, which has been on the market for more than 10 years and represents the entry into CloudTec technology. Currently, however, it is rather the CloudMonster, which represents the No.1 in the running shoe rotation for many runners as an absolute all-rounder and everyday shoe.

On the trail side, On 2020 launched the CloudUltra, which is made for short, fast trails as well as longer, even alpine trails. The upper of the trail runner stands on a midsole with Helion™-Superfoam and CloudTec®, which provide lasting comfort. The outsole is particularly grippy and thus made for rough terrain as! The success of the CloudUltra certainly also contributes to the dynamic look - because the Ultra is no longer only at home in the mountains! On the border to the hiking area moves the On Cloudwander, which is built a lot more robust and has a waterproof membrane. Nevertheless, you can recognize the signature of On - the midsole offers the comfortable CloudTec cushioning, the outsole grippy Missiongrip™ rubber. What's exciting about the Cloudwander is that seams are almost completely eliminated; instead, bonded textile and synthetic overlays are used to prevent water from entering.

Ever since Roger Federer became the poster face of ON and even bought shares in the brand, the signs have also been on tennis. The Roger has opened up a whole new market in this regard. In addition to the flat lifestyle version, there is also a court-ready sports model. Clean look do both!

Since January 2023, On Running is now represented at Asphaltgold with its first selection of sneakers, including the aforementioned Cloud 5, the CloudUltra trail running shoe, the Cloudwander Waterproof, and the absolute all-rounder Couldmonster. The latter is not only perfect for a morning run or the next tempo unit, in all-black it also matches the contemporary outfit. We are very curious how On will develop and what is still to come, but we are sure that we can expect a lot more from the Swiss - whether for running, tennis or leisure!

You can find On Running now at Asphaltgold in the online store - welcome!

Here you can find the whole assortment of On Running at Asphaltgold - there's more to come!