Why are On trainers so popular?

On Running, a Swiss sports brand founded in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti, has rapidly gained popularity in the athletic footwear market, particularly with its unique and innovative running shoes. The reasons behind their immense success can be attributed to several factors, including technology, design, sustainability, marketing strategies, and endorsements from elite athletes. Let’s delve into these aspects to understand why On trainers have become a favorite among runners and fitness enthusiasts alike.

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1. CloudTec® Technology

At the heart of On’s popularity lies its patented CloudTec® system. This technology features hollow pods (or ‘clouds’) under the shoe’s sole that compress during foot strikes and then quickly spring back, providing a soft landing and an explosive take-off. This unique cushioning mechanism not only enhances energy return but also promotes a natural running motion, reducing the impact on joints without sacrificing speed or performance. Runners appreciate this blend of comfort and responsiveness, making On trainers feel like they’re propelling you forward.

2. Lightweight Design and Breathability

On shoes are known for their lightweight construction, which is achieved through careful material selection and design optimization. The combination of breathable uppers, often made from mesh materials, with minimal yet supportive structures, ensures that feet stay cool and comfortable even during intense workouts. This focus on lightweight performance aligns with the needs of modern runners who seek speed and agility without added bulk.

3. Sustainability Efforts

In an era where environmental consciousness is increasingly important, On has made significant strides in sustainability. They have introduced eco-friendly materials such as recycled polyester and repurposed foam in their shoes, as well as implementing sustainable manufacturing processes. Their “Cyclon” program, for instance, offers a fully recyclable running shoe that customers can return at the end of its life cycle to be turned into new products, closing the loop on waste. These initiatives resonate with consumers who prioritize brands that align with their values.

4. Marketing and Brand Storytelling

On Running has excelled in telling its brand story and creating an emotional connection with its audience. The company’s origins stem from the founders’ passion for running and their quest for the perfect running sensation. This authentic narrative, coupled with compelling visuals and storytelling across various platforms, has helped to build a strong community around the brand. On also leverages social media effectively to engage with customers, share user-generated content, and showcase its products in action.

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5. Endorsements and Collaborations

The brand has garnered attention from elite athletes and celebrities, further boosting its credibility and appeal. High-profile partnerships, such as with Roger Federer, have not only increased brand visibility but also reinforced On’s commitment to performance and excellence. Collaborations with designers and artists have also led to limited edition releases, adding an element of exclusivity and desirability to the brand.

6. Diverse Product Range

On Running offers a diverse range of trainers tailored to different types of runners and activities, from road running to trail running and even lifestyle shoes. This variety ensures there’s something for everyone, whether you’re a professional athlete, a casual jogger, or someone seeking stylish yet functional footwear for everyday wear.


The popularity of On trainers can be attributed to a harmonious blend of innovation, design aesthetics, sustainability efforts, effective marketing, strategic collaborations, and a comprehensive product line. By staying true to their core values of performance, comfort, and sustainability, On Running has carved out a niche for itself in a highly competitive industry. As the brand continues to evolve and innovate, it’s likely that its popularity will only continue to soar among runners and fitness enthusiasts globally.