Kenyan distance runner Hellen Obiri is the favorite to compete in this month’s Olympics. That’s not only down to her talent, which she previously won two silver medals and won at the Boston Marathon in April, but also her shoes.
In Paris, Obiri will be wearing the Cloudboom Strike LS. This innovative design is made by Swiss sneaker brand On using what they call LightSpray technology and has just been released during the Olympics.
To produce each pair of shoes, a robotic arm holds a foot-shaped last while spraying thermoplastic polyurethane in a continuous line that coalesces into a rubberized textile shoe. The resulting design has no laces and instead features a bulbous sole to absorb impact. The women’s shoes weigh just 158 grams (5.5 ounces), making them more aerodynamic – even if they look a little unusual
Obiri was initially skeptical. “The first time I saw these shoes, I said, ‘No,'” she told reporters New York Times. “‘I can’t run in these shoes.'” After the win in Boston, however, Ann said she would not return the shoes.
It’s great publicity for the brand, but it’s really just the latest example of On thriving. At the last Olympics in 2021, few sneakerheads had heard of the young Swiss brand, but by 2024, thick-soled models like their Cloudmonster have become a hit. The company sells in stores in 60 countries around the world, with net sales reaching CHF 1.79 billion (£1.56 billion) in 2023, a 47% increase from 2022.
On’s rise is also part of a broader shift in the world of big sneaker brands. Once nearly untouchable, Nike is now in trouble and predicts sales will drop as much as 9% through May 2025, its worst performance in 26 years. Despite strong sales of the popular samba shoe, Adidas is still selling Yeezy models left over after it ended its partnership with rapper and designer Kanye West over his anti-Semitic tirade . The German company also had to pull an ad featuring model Bella Hadid last week after criticism from the Israeli government. The pro-Palestinian model was advertising a sneaker that was originally launched during the 1972 Olympics after 11 Israelis were killed in a Palestinian terror attack.
“The entire sneaker market is constantly changing,” said Jack Bell, a New York-based marketing consultant. “Consumers are looking for brands to do new and interesting things.”
On was founded in Zurich in 2010 by Olivier Bernhard, David Allemann and Caspar Coppetti. It cushions the foot and allows for a softer landing and better “launch-off” during the run. This is what convinced the brand to compete with the likes of Nike and Adidas.
“Most people think it’s crazy to enter an industry that has such established global brands as competitors,” said chief marketing officer Alex Griffin. “However, [our founders] We believe they have something special.
In addition to Obiri, On has also collaborated with Roger Federer (2019 tennis champion invested in the brand) to create a shoe that they will provide for the Swiss team at the Paris Olympics.
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But they also use names that appeal to trendy consumers. They recently launched a collection with luxury brand Loewe and collaborated with actress Zendaya and singer FKA twigs Fashion Cover Star – Appear at their events.
Daniel-Yaw Miller of the Business of Fashion website says this mix is crucial: “They don’t separate influencers, tastemakers and ambassadors,” he says. “Everyone is part of the same thing,” said Bell, a marketing consultant who is an avid runner. “Whether it’s running in Central Park, on the West Side Expressway, or on the treadmill at Equinox, I’m seeing more and more running. I’ve heard great things about their proprietary cushioning system that helps lower the shock.
Lydia Sanders, co-founder of Runner Beans Club, a group in south-east London, said: “In the past six months, more and more people have been wearing them. The clouds are very popular. They may be attracted by other people they see in the club. Wearing them and getting affected.
Miller believes that On is now a major competitor to the big brands: “The reason On is still growing astronomically is because people are adopting it more as an everyday shoe. You can work out in the morning and don’t need to bring other shoes. That’s who they are Something to sell.
