On Shoes – The Fastest Growing Brand In Running Specialty

From The Eye, To The Foot, To The Heart

Being a keen runner, I had been looking at ON shoes for a while and – I confess – I had been trying to approach the brand before. Not only had I heard that the feeling of these shoes is immediately different and makes you addicted, but their design is a new Swiss classic. As David Allemann, one of the three founders, told me, the reason why people first try these shoes on is because they like their looks. That’s how the shoes have a chance to end up on their foot, and, from there, to their heart.

From Swatch To On

I was so happy when I finally had the chance to meet the On designer, Thilo Alex Brunner, and he explained to me that the On founders had been looking at different shoe brands in the USA, taken pictures in shops and noticed how they all looked the same. It was time for a completely different design – and a better, lighter feeling. Thilo had been designing everything (Swatch watches for example!) and had the necessary fresh approach. What’s the result the team achieved?

Top Grossing In Switzerland

More than 2 million runners wearing On. In Switzerland, On Cloud is the best selling shoe of 2015 . On my feet…my new favourite shoes! The feeling while running is addictive indeed.

An Office To Run In

The Swiss On HQ is developed on a length of 100 mt and allows anybody to enter to immediately try shoes on and run. There are no fixed places and the staff moves around and interacts. Natural light is absolutely everywhere and a lovely open kitchen stocked with healthy foods welcomes you. Geri and I went to visit and always stayed twice as long as we were supposed to stay!

A typical meeting in this office ends up running outside along the Limmat river – this must be the reason why I love this sport so much: while running we all feel equal and all barriers are canceled.

I’m looking forward to running Lucern Marathon with my new On shoes!