Have you seen an “o n” logo on running shoes? Their sole feels like a “tank chain wheel” for me. But do you know there is an amazing story behind this running shoe brand? The brand is built on a personal setback, and this personal setback turned out to be the catalyst for its greatest success! That’s precisely what happened to Olivier Bernhard, the co-founder of On Running, whose journey from rejection to global success is nothing short of inspiring.
In this article, we’ll explore the On Cloud running shoe story—a tale of how the founders turned a simple idea, a major rejection, and a strategic partnership with Roger Federer into a global brand redefining the running experience.
Let the story begin!
Contents
1. The Problem: A Runner’s Frustration
Every great business idea starts with a problem, and for Olivier Bernhard, that problem was personal. As a professional athlete, Olivier spent countless hours running in shoes that didn’t cut it.
- The Pain Points: Heavy, uncomfortable shoes that lacked support and proper cushioning.
- The Spark: Olivier’s frustration led him to ask, “Why can’t running shoes be better?”
This simple question became the foundation for what would eventually become On Running.
2. The Rejection That Changed Everything
The Pitch to Nike
After retiring from professional sports, Olivier began experimenting with a garden hose, exploring how that shape could offer a brand-new type of cushioning and create a better running shoe. As a Nike Athlete, he approached Nike with a revolutionary running shoe prototype. He believed his concept could change the game for runners everywhere.
- The Outcome: Nike rejected his proposal, stating they weren’t interested in his idea.
The Turning Point
Instead of giving up, Olivier saw the rejection as an opportunity. He teamed up with David Allemann, a former executive at Red Bull, and Caspar Coppetti, a Swiss engineer, to bring his vision to life. Together, they founded On Running in 2010.
3. The Birth of On Running
Early Days and Prototyping
The founders started small, working out of a garage in Zurich, Switzerland. Their goal was simple: create a running shoe that felt like “running on clouds.”
- CloudTec® Technology: The team developed a unique cushioning system that combined soft landings with explosive take-offs.
- Testing and Feedback: They tested prototypes with elite athletes and everyday runners, refining the design based on real-world feedback.
First Big Break
On Running’s breakthrough came when they won the ISPO BrandNew Award in 2010, a prestigious recognition for innovative startups. This put the brand on the map and attracted early adopters.
4. The Growth of a Global Brand
Key Milestones
- Global Expansion: From its Swiss roots, On Running expanded into Europe, North America, and beyond.
- Product Line Expansion: The brand introduced trail running shoes, casual sneakers, and performance apparel.
- Sustainability Initiatives: On Running is committed to using recycled materials and reducing its environmental footprint.
Innovation and Differentiation
What sets On Running apart is its relentless focus on innovation:
- CloudTec® Technology: The signature patented cushioning system remains at the heart of every shoe.
- Sleek Design: On Running shoes are known for their minimalist, stylish look.
- Performance: The brand has become a favorite among amateur runners and elite athletes alike.
5. Roger Federer Joins the Journey
The Partnership
In 2019, they saw Roger Federer, one of the greatest tennis players of all time, wearing their shoes, and hoping he can join On Running as an investor and brand ambassador. Eventually, they got a deal and Federer did manage to get on board as a shareholder.
- The Impact: Federer’s involvement brought global attention to the brand, boosting its credibility and visibility.
The Roger Clubhouse
To celebrate the partnership, On Running opened The Roger Clubhouse, a flagship store in Federer’s hometown of Zurich. The store embodies the brand’s commitment to community, innovation, and excellence.
6. Lessons Learned from the On Cloud Story
1. Rejection Can Be a Catalyst for Success
- Olivier’s rejection from Nike didn’t stop him—it motivated him to build something even better. His persistence is key to his success.
2. Believe in Your Vision
- If you’re passionate about your idea, drive for it, and don’t let others’ opinions deter you. Olivier never deviates from his belief in creating better running shoes.
3. Collaborate with the Right People
- Olivier’s partnership with David and Caspar was key to turning his idea into a reality. Finding the right people to complement his strengths and weaknesses is definitely critical for success.
4. Innovate to Differentiate
- On Running’s success is rooted in its unique technology and design, which set it apart from competitors.
5. Leverage Strategic Partnerships
- A strategic partnership is a great biz hack to elevate business branding! Federer’s involvement demonstrated the power of aligning with a global icon who shares your values.
6. Stay Resilient
- The founders faced numerous obstacles, from manufacturing issues to funding challenges, but persevered.
Final Thoughts
The On Cloud running shoe story is a beautiful inspiration. It is about resilience, persistence, and innovation. From a rejected idea to a global brand backed by Roger Federer, On Running has redefined what’s possible in the world of footwear.
Whether you’re an aspiring entrepreneur or a seasoned business owner, we have a lot to learn from this inspiring story. So, the next time if you ever face a rejection or a challenge, remember: it could be the start of something extraordinary!
