The Early Days

Olivier Bernhard's Journey from Professional Athlete to Shoe Innovator

After retiring from competitive running, Bernhard embarked on a quest to develop a running shoe that would provide superior comfort, support, and performance. Drawing on his deep understanding of the sport and his experiences as an athlete, Bernhard began experimenting with various designs and materials to create a shoe that would mimic the sensation of running on clouds. This passion project ultimately laid the foundation for what would later become On.

Born out of Bernhard's quest to find the perfect running shoe, On was founded in 2010 alongside his partners David Allemann and Caspar Coppetti. Drawing from his experiences as a three-time World Duathlon Champion and multiple Ironman winner, Bernhard sought to address the shortcomings of traditional running footwear. The concept of Cloud Technology, the brand's signature cushioning system, came from Bernhard's desire for a shoe that provided cushioning and responsiveness without compromising weight or flexibility.

The Inspiration Behind On Running

Behind every successful venture lies a compelling vision, and On is no exception. Bernhard's vision for On was inspired by his desire to transform the running experience for athletes worldwide. Dissatisfied with the status quo of running shoe design, Bernhard envisioned a shoe that would enhance performance and prioritize comfort and injury prevention.

Central to Bernhard's vision was the concept of "running on clouds," a metaphor for the sensation of lightness and cushioning that he sought to achieve in his shoes. Bernhard had pitched the idea for this technology to Nike, as he was a Nike athlete then, but instead, he teamed up with his cofounders when the prototype was rejected. And it’s a good thing it was. The brand’s CloudTech cushioning system won an ISPO Brandnew Award shortly after. 

This vision drove Bernhard to push the boundaries of traditional shoe design and explore innovative technologies that would deliver a truly revolutionary running experience.

Athlete to Entrepreneur: How Olivier Bernhard Started On Running

Challenges in the Early Years

A series of challenges characterized the early years of On and triumphs as Bernhard and his team worked tirelessly to bring their vision to life. One of the initial hurdles they faced was securing funding and support for their ambitious project. After establishing credibility by signing its first professional athlete, Frederik Van Lierde, everything changed for the brand. Frederik was a champion for the brand and a powerful example of its value to other athletes. From establishing a foothold in a competitive market to fine-tuning its technology to meet the demands of elite athletes, the brand navigated obstacles with resilience and adaptability.