Walk through any big airport and count the sneakers with small holes cut into the sole. A lot of them are On Cloud. The brand comes from Switzerland, and it now sells in over sixty countries. Marathon runners wear it. So do nurses on night shifts, and so do people who just want a comfy pair for errands. It didn’t grow by chasing every trend. It picked one idea, a soft landing with a firm push, and stuck with it for years.

How On Cloud Began in Zurich

Three friends started On Cloud in Zurich in 2010. Olivier Bernhard, a former Ironman winner, joined forces with David Allemann and Caspar Coppetti. None of on cloud them liked cushioned running shoes of that time. Pick a soft pair and it felt slow. Pick a fast pair and your feet paid for it. They wanted one shoe that did both jobs. Their first model, the Cloudrunner, already had the basic sole design. Specialty running shops were the first to stock it. The people working there handed customers a pair and let them take a few steps around the store. That feel did most of the selling. One runner mentioned it to another, and little by little more people heard the name.

Why the CloudTec Sole Sets On Cloud Apart

Flip an On Cloud shoe over. You’ll see rows of hollow rubber pods. When your foot lands, the pods squash flat and the impact feels softer. As you roll forward, they close up into a firm base, so your next step gets a quick push. It sounds strange on paper. Wear a pair for a day and it starts to make sense.

The brand has kept working on this design. A foam called Helion shows up in many newer pairs and holds its bounce for a long time. Some models add a Speedboard, a thin plate inside the sole that gives a little spring. None of this needs a long speech to explain. A happy customer can sum it up in one line, and that’s a big reason the brand spread through word of mouth.

How On Cloud Spread From Europe to the United States

Europe was the first stop. Next came Asia and the United States. The US ended up as the biggest market by far. Buyers there wanted a shoe for walking, commuting and the gym, and not only for race day. The clean, simple look helped as well. On Cloud opened its own online store, so it could sell straight to buyers without depending on other shops. Later it opened stores in big cities, New York among them.

In September 2021, On Cloud went public on the New York Stock Exchange and began trading as ONON. That gave it cash to build more designs and enter more countries. Yearly sales have crossed two billion Swiss francs. For a brand that began with three founders and one shoe, that is a big jump.

On Cloud Partnerships That Pushed the Brand Forward

Good shoes still need eyes on them. On Cloud signed pro runners and triathletes, and strong race results gave the shoes weight with serious athletes. Then Roger Federer joined as an investor and partner in 2019. His name opened doors to people who had never looked at running shoes before.

Fashion came next. On Cloud worked with Loewe on special designs, and Zendaya became a creative partner in 2024. Style fans started to notice the brand, and sports fans didn’t leave. Now a pair of On Cloud shoes goes fine with jeans, with work trousers, or with gym shorts.

Why Everyday Buyers Love On Cloud Shoes

Plenty of people who own On Cloud shoes don’t run at all. Nurses, teachers, chefs and shop workers stand for hours, and a lot of them say their feet feel better by the end of the day. The Cloud 5 is a common pick for long days on foot. For longer runs, the Cloudmonster is the better fit, since it has a thicker, plusher sole. Both models look much the same. You can choose by what you need, and style won’t get in the way.

That matters for business too. A pure running brand sells to runners. A brand that also fits daily life sells to almost anyone, and On Cloud grew into that second group fast.

Where On Cloud Stands Against Nike, Adidas and Hoka

The competition is tough. Nike and Adidas are huge, and Brooks and Hoka have loyal fans. On Cloud doesn’t try to copy them. It keeps its Swiss look, its simple styling and its focus on running feel. The company also says it wants to cut its impact on the planet. It has used recycled materials, and it started Cyclon, a subscription where members mail back worn pairs so they can be recycled into new shoes.

Of course, it isn’t all smooth. Rivals keep popping up, and fans want fresh designs fairly often. Even so, ten years of steady growth shows how far one clear idea can carry a brand when the shoe is good and the message is easy to follow.

FAQs About On Cloud

Is On Cloud a good brand?

For most people, yes. Many reviewers and daily wearers like the soft feel, the low weight and the quick ride. A few find the fit narrow, so it helps to try a pair on first.

Who owns On Cloud?

On Holding AG does. It’s based in Zurich. Olivier Bernhard, David Allemann and Caspar Coppetti founded it, and anyone can buy its shares on the New York Stock Exchange.

Where are On Cloud shoes made?

Switzerland is where they’re designed. Factories in Asia build them, mostly in Vietnam and Indonesia.

Why are On Cloud shoes so expensive?

Research costs money, and so do the special sole and the foam. Prices sit above basic running shoes. Many buyers think the comfort and the lifespan make up for it, though that’s a personal call.

Are On Cloud shoes good for standing all day?

Lots of workers on their feet say they are. A soft landing plus a steady base helps with tired legs. The Cloud 5 is a frequent choice for long shifts.

Is On Cloud better than Hoka?

Neither wins for everyone. Hoka gives you a thick, pillowy ride. On Cloud is a bit lighter and firmer, and it feels springier underfoot. Try both in a shop and go with the pair your feet pick.