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An Introduction To ON Running Shoes

ON is a Swiss company and another of the relatively 'new kids on the block'. A real 'disruptor' in the running shoe industry, it's another that started life in the triathlon world, before becoming established in road running. As its popularity grows it has moved across to mainstream fashion, just like many before it.

Everything you need to know about ON running shoes ON is a Swiss company and another of the relatively 'new kids on the block'. A real 'disruptor' in the running shoe industry, it's another that started life in the triathlon world, before becoming established in road running. As its popularity grows it has moved across to mainstream fashion, just like many before it. The history On was first incorporated in 2010. The company was founded by former Swiss Ironman champion Olivier Bernhard in partnership with David Allemann and Caspar Coppetti. In 2012, On released the Cloudracer, a performance footwear product. They began life with Bernhard experimenting with a garden hose, exploring how that shape could offer a brand new type of cushioning. In short, the series of “clouds” that run underneath all On silhouettes offer cushioning as the foot lands on the floor, before locking together to create a solid foundation for pushing off on the next step. On started in running from that first concept Bernhard crafted. With the technology that cushioned the landing and offered a more explosive takeoff with less material and less weight, On then introduced its Speedboard flex plate in 2013, some versions with carbon fiber. On took off in running communities and the technology helped earn an Olympic medal in 2016, appearing on the red carpet of the Oscars the same year. As On grows its presence across footwear, so its apparel range continues to expand. The goal of apparel is to bring performance to both running and the everyday category. It's a premium range at the top end of the pricing model, but high quality and with cutting edge technology. 49% of On's business comes from the US and its Portland, Oregon office is now its biggest with 300 staff. There are over 1,000 employees in total across nine offices in total and they are selling in over 60 countries. Who owns them? It is a publicly listed company. In 2021 On priced its IPO of 31.1 million shares at $24 a share for an initial raise of $746 million. It has an estimated market value of $7.3 billion based on the number of outstanding shares listed in U.S. Securities and Exchange Commission filings. One of the investors is famous tennis player, Roger Federer who is actively involved in product development and has co-created his own line called 'The Roger'. What are they known for? The company claims a proprietary cushioning technology in its shoes as its unique selling point; a patented design called CloudTec. This tech aims to create shoes that offer a cushioned landing, but a firm take-off for optimal support. On shoes have the following: Cloud Elements They have special pods, known by many as the clouds, underneath that absorb both vertical and horizontal forces for easy landings and explosive takeoffs The soles of On shoes are very different. Zero-Gravity foam They have ultralight cushioning that provides maximum comfort. Rebound-Rubber The open Cloud elements are made of On’s durable, responsive rubber compound. Grip-Rubber Outsole The sticky rubber outsole found in their trail running shoes provides extra grip to keep runners upright on the trail. Speedboard A springy board sandwiched between the soles of running shoes and Cloud elements work together to support the natural rolling motion of the foot from landing to takeoff. Helion foam On created Helion for its superior performance. The thick EVA foam is lightweight but strong, and it withstands extreme temperatures. This results in less compression over time and greater long-term comfort. The brand is also known for its sustainability credentials. On works towards reducing its CO2 footprint through different initiatives on a product and operational level. Their shoes are made using recycled polyester, organic cotton, and wool, where possible. Their mission includes working towards 100% certified organic cotton and 100% mulesing-free wool. On is also using vegan fabrics in its sneakers and running shoes. Pros and Cons There are pros and cons with every shoe. Here are On's. Pros They look really cool and are a long way ahead of most other brands when it comes to style. There are more colourways than most of the competition. Whatever colour you want they seem to offer it. Most shoes are made with sustainable materials and this is getting better with every launch. The ‘speed-lacing system' that allows you to easily slip your shoes on and off really quickly. If you have wider or slimmer feet, you can swap the speed-lacing system out for conventional shoelaces. Cons Getting stones stuck in between the clouds on the sole. A real problem on some of the models. Shoes tend to run narrow and small. Laces can be extremely long on some of the older models, but has improved. The price. They are at the higher end of the market in every category. Are they now too mainstream? Most popular models On Cloudmonster Launched in 2022 the On Cloudmonster is very much built to compete with Hoka, a brand that's also seen huge growth of late. They provide a much greater level of cushioning than earlier models, but still have the same energy return and responsiveness. It's a shoe for neutral runners. The Cloudmonster competes with Hoka shoes On Cloudflyer 5 This is a mild stability shoe, with a thicker upper, a plush fit, and gives a firm ride. It's also has two columns of the CloudTec. It's relatively heavy as a result of all this support and is more suited to slower runs and for distance walking. On Cloud 6 This is the commercial shoe that started it all and now on its fifth iteration. Great for the gym and around town, it's good for short runs for neutral runners, but for longer distances it's better to go for the Cloud X, which is now on version 3 as it gives a bit more support. On Cloudvista 2 On are making more trail shoes than ever before, with the Cloudventure and Cloudultra, two great alternatives. The Vista is super light and has more than 70% recycled polyester, a perforated tongue and a TPU mudguard and a Missiongrip making it ideal across short to middle distances. ON Cloudflow 5 The updated model features a upgraded upper design reducing the padding in favor of streamlined upper partially made with recycled materials (70% of the polyester is now recycled materials). The CloudTec outsole has also been redesigned to offer more traction on the roads. This is for neutral runners. The Cloudflow 3 On the up? While they continue to develop their running shoes and apparel they are also very focused on the bigger mainstream fashion market. This is now a giant, publicly listed company and it will not deliver its future growth projections if it focuses on just running. Go to any town or city anywhere in the US and see the amount of people wearing On shoes for leisure use. This feels like Nike back in the 90s. Will this deter runners, or will the quality of the shoes keep runners wearing them, whether it be for the gym, a marathon or a trail run? There are a huge number of model options now and the quality and innovation is impressive. Or will a new On equivalent launch and take these runners away? Watch this space.

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