An intro to On: A few things to know about the Swiss sportswear brand

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Odds are, you’ve seen — or maybe even worn — a pair of On running shoes lately.

Since launching 14 years ago, the Swiss brand has gone from being a favourite for runners in the know, to an option for anyone looking for innovation and performance from their active wear. Cool fashion collaborations and celebrity support has undoubtedly helped spur this popularity.

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We caught up with Dan Schade, general manager of On Americas, to learn more about the buzzy brand.

For those unfamiliar, what is On?

A: On is a premium global sportswear brand. We create products that are rooted in innovation and performance and inspire people to move, including footwear, apparel and accessories.

Founded in 2010 in Switzerland, On was created with the goal to revolutionize the sensation of running and bring something entirely new to runners around the world. Since then, we have expanded our innovations to include performance footwear, apparel and accessories for running, outdoor, training, all-day activities and tennis.

Who is the target customer?

A: Our target customer is anyone who enjoys movement. Whether you are a professional athlete, just kicking off your running journey, or making your mark on the tennis court, On is built on a shared love of movement.

What inspires the company’s collaborations and partnerships?

A: Each partnership and collaboration at On is about more than just a project. For On, it’s about connecting with like-minded individuals who inspire movement in every sense of the word and also have an authentic connection and love for our brand. Whether it’s Zendaya or Roger Federer, On is inspired by the people and brands who align with our values.

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Zendaya was an organic fan of On and we had seen her wearing our sneakers over the past few years. We were inspired by how she stays true to her beliefs by advocating for physical and mental well-being along with her passion for connecting with communities, both things that are very core to On’s DNA. So when we saw an opportunity to collaborate with her, we jumped on it. We are excited to see what the future holds.

Our partners are also more than just ambassadors or spokespeople, they play a crucial and active role in brand decisions. With our partnership with Roger Federer, for example, he brought in his unique experience to help take tennis product development, marketing and fan experiences to new levels. The partnership was built on a mutual love for On’s products and shared passion for innovation and design.

We also partner with athletes all over the world to ensure their input is incorporated into every aspect of our products, from the design to the technical specifications. In a way, we do not design product; we design how an athlete feels. Hellen Obiri, for instance, was an integral part of our newest Cloudboom Strike LS, the first shoe to feature our LightSpray technology. Hellen was the first woman to win the Boston Marathon back-to-back in nearly two decades, and she wore our shoe in the Paris Olympics, where she took home bronze.

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What’s new for the fall/winter season?

A: Our most notable launch of the year is LightSpray, a high performance upper technology crafted by a revolutionary single-step manufacturing process.

LightSpray ultralight uppers are sprayed — not built — by an automated robotic arm at our On Labs in Zurich. The process reduces CO2 emissions, paving the way for a circular future and faster, localized manufacturing. LightSpray is set to revolutionize performance uppers in the same way On CloudTec transformed midsoles, introducing a completely new design esthetic and feel. Not only that, but it has the potential to revolutionize all kinds of wearable products in the sportswear industry.

The Cloudboom Strike LS is the first On shoe made with LightSprayT technology. The ultrathin LightSpray upper is precision-made for support, adaptable to the foot, seamless, and lace-free, resulting in an exceptionally lightweight, high-performance shoe weighing just 170g.

And where can people learn more?

A: To learn more about our story, products, technology and mission, visit On.com.

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