On: Swiss Engineering for the Modern Athlete
Great ideas rarely look impressive at first. On began with pieces of garden hose glued to the bottom of a running shoe. Today it is one of the fastest-growing sportswear brands on the planet.
Born in the Swiss Alps
On was founded in Zurich in 2010 by Olivier Bernhard, a multiple world champion endurance athlete, together with his friends David Allemann and Caspar Coppetti. Bernhard was chasing a feeling no shoe on the market could deliver: a soft, cushioned landing combined with a firm, explosive push-off. His crude garden hose prototype proved the concept, and from that experiment came CloudTec, the patented cushioning system of hollow pods that made On famous and gave runners the now-legendary sensation of running on clouds.
Engineered Like a Swiss Watch
Everything about On reflects its origins. The design is clean, precise, and unmistakable, with those signature Cloud elements visible on every sole. The engineering is obsessive, refined through relentless testing with elite athletes. And the ambition is quietly enormous: to ignite the human spirit through movement, one perfectly tuned stride at a time.
From Startup to World Stage
On's rise has been remarkable. Within a decade, the brand went from a Zurich startup to a global name worn in marathons, on trails, and on tennis courts around the world. Its credibility received the ultimate endorsement when Roger Federer, arguably the greatest tennis player in history, joined not merely as an ambassador but as an investor and product co-creator. When an athlete of that caliber puts his name on the shoes, it says everything about the quality inside them.
More Than Running Shoes
While performance running remains the heart of the brand, On has grown into a complete movement system. Road and trail shoes, tennis and training styles, and a full apparel line of technical yet effortlessly stylish pieces now serve athletes and everyday wearers alike. The look has become a favorite far beyond the finish line, worn as happily in the city as on the track.
Innovating Responsibly
On pushes sustainability with the same inventiveness it applies to cushioning, exploring recycled materials, circular design, and pioneering manufacturing technologies that reduce waste. For a brand built by athletes who train outdoors, protecting the playground is simply logical.
Why It Matters
On proved that a small team with a genuinely better idea can still disrupt an industry dominated by giants. Every pair carries that spirit: question the standard, engineer the answer, and make movement feel extraordinary.
The Yacht Collection at Crew-tex
Through Crew-tex, On brings Swiss-engineered comfort to crews who are on their feet from breakfast service to nightcap. Lightweight, cloud-cushioned trainers in clean, uniform-friendly colorways support deck and interior teams through the longest charter days, while looking polished enough for guest-facing moments. Tired feet make tired crew, and On solves exactly that.
Discover On at Crew-tex and experience the Swiss-engineered comfort that turned a garden hose experiment into a global phenomenon.
