Brand fo­cus ON

Runner's World (UK) - - Gear - on-run­ning.com

What do you get when you cross a Swiss en­gi­neer with a cham­pion run­ner? A shoe brand with the in­ge­nu­ity – and au­dac­ity – to take on a hugely com­pet­i­tive mar­ket. That’s what On did in 2010, with the launch of the its first shoe, the Cloud­surfer. Now, three mil­lion peo­ple wear On shoes. ‘Every­body who tried our pro­to­types said, “Wow, this is spe­cial!”’ says co-founder Cas­par Cop­petti. ‘ We re­alised that if peo­ple could feel the dif­fer­ence in the tech­nol­ogy we had a chance of con­vert­ing them from con­ven­tional run­ning shoes to On.’

Af­ter re­tir­ing from sport, three-time world duathlon cham­pion, and fel­low co-founder Olivier Bern­hard ap­plied him­self to de­sign­ing his per­fect run­ning shoe. ‘My vision was of a shoe that didn’t con­trol or cor­rect a run­ner’s mo­tion but sup­ported it,’ he says. He crossed paths with a re­tired en­gi­neer who had an idea for a tech­nol­ogy that would do just that. ‘The con­cept was a shoe that of­fered a cush­ioned land­ing and a firm take­off.’ The duo, along with the third co-founder, David Alle­mann, came up with Cloud tech­nol­ogy.

Rub­ber ‘clouds’ on the out­sole cush­ion land­ing, but then lock to pro­vide a spring­board for a pow­er­ful take- off.

On shoes are now stocked in 3,000 stores in more than 50 coun­tries. ‘Peo­ple feel the dif­fer­ence when they step into an On,’ says Bern­hard.

A small shoe brand ready to take on the world

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