The brand was founded with the aim of revolutionizing the running experience, developing products that combine technology, comfort, and essential design.
At the core of On's identity is the innovative CloudTec® technology, designed to offer responsive cushioning that combines softness upon impact with a dynamic push during takeoff. This system has contributed to making the brand's shoes instantly recognizable and appreciated by both professional athletes and the lifestyle public.

Over the years, On has expanded its offerings beyond pure running, developing collections of sneakers, technical apparel, and lifestyle clothing designed for everyday use. The brand now operates between sports performance and contemporary fashion, positioning itself in the premium segment of global sportswear.

On's aesthetic is characterized by clean lines, minimalist design, and a strong focus on functionality. Each product is designed with a typically Swiss engineering approach, where material innovation and attention to detail are central elements. This balance between performance and style has also contributed to the brand's spread in the urban and streetwear markets.