On Running: How a Swiss Startup and Roger Federer Revolutionized Sneakers

Q: What is special about On Running shoes?

On shoes use CloudTec® cushioning, a unique hollow-pod system that provides soft landings and springy take-offs. They’re engineered for both comfort and performance.

Q: Which On Running shoe is best for beginners?

The On Cloud is the most popular entry-level shoe. It’s lightweight, versatile, and easy for both running and casual daily wear.

Q: What is the difference between On Cloud and On Cloud X?

The On Cloud is best for everyday use and light running. The Cloud X is designed for cross-training and high-intensity workouts, with added stability.

Q: Does Roger Federer own part of On Running?

Yes. Federer became an investor and collaborator in 2019, helping design THE ROGER collection and boosting the brand’s global profile.

On Running: The Swiss Sneaker Brand That Lets You “Run on Clouds”.

When former professional athlete Olivier Bernhard first strapped pieces of garden hose to the bottom of his shoes, he wasn’t chasing hype—he was chasing a feeling. A sensation so light and cushioned it felt like running on air. That strange-looking prototype would become the seed of On Running, the Swiss sneaker company that went from scrappy outsider to one of the fastest-growing names in performance footwear.

Today, On is known for its CloudTec® cushioning system, sleek design, and star power—thanks in part to Roger Federer, who helped push the brand from niche running circles into the global spotlight. But the story of On isn’t just about technology or celebrity endorsements—it’s about persistence, reinvention, and a Swiss vision that reshaped the sneaker world.

The Beginnings: From Garden Hose to Global Brand

The journey of On Running began with a simple frustration. As a three-time World Duathlon Champion and Ironman competitor, Olivier Bernhard knew the feeling of great shoes—and of disappointing ones. He’d tried nearly everything the big brands had to offer, but he kept running into the same problem: shoes were either soft but sluggish, or fast but punishing on the body.

So, he did what athletes often do—he improvised. In his garage, Bernhard cut up pieces of garden hose and glued them to the bottom of his sneakers. The result looked absurd but felt incredible: a soft landing followed by a springy rebound. For the first time, he felt like he was “running on clouds.”

On Running CloudTec sneakers with Swiss-engineered cushioning technology

On Running shoes featuring the brand’s signature CloudTec® cushioning, designed for soft landings and explosive take-offs.

When he pitched the concept to Nike, the company dismissed it. Instead of giving up, Bernhard turned the rejection into motivation. He partnered with two friends—Caspar Coppetti and David Allemann—who brought business and branding expertise to his technical vision. Together, the three co-founded On Running in Zurich in 2010.

Their prototypes didn’t just turn heads—they won the ISPO BrandNew Award, one of the most respected prizes in the sports industry. Suddenly, a small Swiss startup had credibility. Still, the challenges were enormous. How do you convince athletes to ditch Nike, Adidas, or Asics for a shoe with hollow “clouds” on the sole?

The turning point came when Frederik Van Lierde, a future Ironman World Champion, signed on as the first elite athlete to compete in On shoes. His victories gave the brand legitimacy. On wasn’t a gimmick. It was performance-driven innovation born from an athlete’s obsession.

CloudTec®: The Technology That Changed Running

At the core of On’s rise is its signature CloudTec® cushioning system. Unlike traditional foam soles, CloudTec is made up of hollow pods that compress upon landing and then lock together for stability on push-off.

The benefits were clear:

Cushioning without bulk – protecting joints while staying lightweight.
Adaptability – pods respond differently based on stride and impact.
Explosive energy return – giving runners a springboard effect.

For everyday runners, this meant comfort and protection. For elite athletes, it meant efficiency and speed. For sneaker lovers, it meant shoes that looked as unique as they felt.

Federer’s Partnership: A Game-Changer

If Bernhard gave On its heartbeat, Roger Federer gave it its megaphone. Long before he officially joined, Federer had been spotted wearing On sneakers off the court. It wasn’t a sponsorship deal—he simply liked them. The On team noticed, reached out, and an unlikely friendship turned into one of the most influential athlete-brand partnerships of the last decade.

In 2019, Federer became both an investor and collaborator. Unlike most celebrity deals, he wasn’t just a face for the campaign—he was part of the company. He joined product meetings, shared design feedback, and used his global influence to help On grow in markets far beyond Switzerland.

His first major project was THE ROGER, a collection of tennis-inspired sneakers that fused elegance with On’s CloudTec performance. Federer’s perfectionism shaped every detail, from the mesh breathability to the midfoot stability cage. The result was a shoe that blurred the line between sportswear and lifestyle fashion.

But Federer’s impact went beyond design. His presence:

Boosted credibility in the U.S. and Asian markets.
Expanded On’s image beyond running, making it a lifestyle brand.
Attracted investors and fans who might never have looked twice at a startup sneaker company.

Roger Federer with On Running sneaker from THE ROGER collection

Roger Federer with THE ROGER sneaker, a signature collection created in collaboration with On Running.

THE ROGER launched in 2020 to global hype, and it cemented On as more than just a running brand. Federer had helped turn a niche sports startup into a cultural player spotted in airports, boardrooms, and fashion capitals.

The Best On Running Shoes in 2025

Today, On’s collection covers running, training, hiking, and everyday wear. Some of its most popular models include:

On Cloud – The versatile flagship, available in waterproof and travel editions.
On Cloud X – A multi-sport trainer for running, gym, and HIIT workouts.
On Cloudnova – Streetwear style fused with running technology.
On Cloudultra – Trail and ultra-distance shoe with Helion™ superfoam.
On Cloudvista – Built for light off-road trails and nature runs.
On Cloudwander – Waterproof and agile hiking shoe.
On Cloudeasy – Minimalist sneaker made with 15 sustainable parts.
On THE ROGER – Federer’s signature tennis-inspired lifestyle collection.

Why Everyone Is Wearing On

On’s rapid growth can be traced to a simple truth: the shoes work. Runners love the way CloudTec softens impact while keeping them fast. City professionals appreciate their lightweight comfort during long days. And sneaker fans have embraced their sleek, minimalist Swiss design.

Add sustainability initiatives—like uppers made from recycled materials—and you get a brand that balances performance, style, and responsibility. That balance has made On sneakers a staple not just on running tracks, but also in offices, airports, and even fashion runways.

Looking Ahead

With offices in Portland, Oregon—the home turf of Nike—On has made it clear that it’s not afraid of the giants. Its mix of performance innovation, lifestyle crossovers, and Federer-backed star power has made it one of the most closely watched footwear companies in the world.

What started with a garden hose in a Swiss garage has become a billion-dollar brand. And yet, the mission remains the same: to give people the sensation of “running on clouds.”