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1. Identifying the Opportunity & Concept Development (2009)

Event: After retiring from professional triathlon and duathlon, Oliver Bernhard begins pursuing his goal of creating a new running shoe that provides exceptional comfort and performance. He uses his personal experience as an athlete to identify what’s missing in the running shoe market.

Factors of Production:

Land: Oliver begins researching and sourcing materials, including innovative foam for the shoe’s sole and lightweight fabrics for the upper part of the shoe, to develop his concept.

Labor: He consults with footwear designers and engineers to start creating early shoe prototypes that will address issues like cushioning and responsiveness for runners.

Link:https://blog.finishline.com/the-history-of-on-running/

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Event: Olivier Bernhard competed professionally in triathlons and duathlons from 1993 to 2005. Over the course of his athletic career, he achieved great success, including multiple victories in prestigious events like the Ironman and Duathlon World Championships. His experience as an athlete and the knowledge he gained about sports performance would later play a significant role in the development of his footwear company, On.

Entrepreneurship: Bernhard’s professional experience as an athlete gave him firsthand knowledge of the shortcomings in sports equipment, particularly running shoes. After his retirement, he used his entrepreneurial mindset to create a product (OnCloud shoes) that addressed those issues. His transition from an athlete to an entrepreneur was driven by his desire to innovate and improve the running shoe industry.

Link:

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Behind the Brand With On Running’s Olivier Bernhard

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How a childhood love of running made a business.

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Event: OnCloud Gets Rejected by Nike (2009/2010)

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Event: OnCloud Gets Rejected by Nike (2009/2010)

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Event : When the founders of On, Oliver Bernhard, David Allemann, and Caspar Coppetti, first approached Nike with their idea for a revolutionary running shoe with CloudTec cushioning, they were rejected. This rejection turned out to be a pivotal moment in On’s history, as the founders decided to move forward on their own, building their brand independently and launching their innovative shoes under the company name On.

Labor: As the company began to take shape, the founders expanded their team, hiring a mix of experts in footwear design, engineering, and marketing to bring their vision to life. This included recruiting engineers, designers, and sports scientists to perfect the CloudTec technology and create prototypes that met the needs of both professional athletes and casual runners.

Link: https://www.asphaltgold.com/en/blogs/allgemein/geschichte-on-running

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Die Schweizer Running Brand On ist ab Sofort bei Asphaltgold am Start!

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1. Founding On - The Initial Vision (2010)

Event: In 2010, Oliver Bernhard, David Allemann, and Caspar Coppetti come together to found On, a sporting goods company focused on creating a high-performance running shoe. With Bernhard’s background as a professional athlete, they aim to revolutionize running shoes by designing a product that provides both comfort and speed.

Factors of Production:

Land: The company is founded in Zurich, Switzerland, where the team begins researching and sourcing materials for their new shoe concept. They choose a location that offers access to high-quality manufacturing resources and a strong innovation ecosystem.

Labor: The three founders use their expertise and work together to lay out a strategic plan, with Bernhard focusing on product development and testing, Allemann focusing on marketing, and Coppetti handling logistics and distribution.

Link: https://www.rarecircles.com/fullcircle/unveiling-the-vision-the-founder-story-and-history-of-on

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Unveiling the Vision: The Founder Story and History of On | FULL CIRCLE | Powered by RareCircles

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Olivier Bernhard, a former Swiss professional athlete, is the visionary founder behind the innovative athletic footwear brand On. Transitioning from a successful career in sports to entrepreneurship, Bernhard’s journey is one of determination, passion, and relentless pursuit of excellence. His unique perspective as an athlete provided the foundation for On’s groundbreaking approach to running shoes, revolutionizing the industry with cutting-edge technology and performance-driven design.

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The First On Sneakers are Available in Stores (July 2010)

Event : In July 2010, On officially launches its first line of sneakers, marking a major milestone for the company. The sneakers, designed with innovative cushioning technology (CloudTec), begin to be sold in select stores in Switzerland, introducing a new level of performance and comfort to the running shoe market.

Entrepreneurship: The entrepreneurial leadership of Oliver Bernhard, David Allemann, and Caspar Coppetti is key to the development and launch of On sneakers. They leverage their diverse skills—Bernhard’s experience as a professional athlete, Allemann’s expertise in marketing, and Coppetti’s background in logistics and distribution to drive the company forward and create a product that addresses a gap in the market.

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Event : In 2011, On releases the Cloudracer, a high-performance running shoe designed for speed and agility, featuring the signature CloudTec cushioning technology. This shoe is targeted at serious runners and athletes seeking a lightweight, responsive, and cushioned shoe for competitive performance.

Capital: The funds raised from investors and sales of previous models are used to hire additional engineers, purchase advanced materials (like lightweight foam for the CloudTec cushioning), and improve the manufacturing process. This enables On to produce the Cloudracer at a larger scale and with precision.

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Event : By 2023, On has transformed from a small startup founded in 2010 into a full-fledged global sneaker brand, reaching $2 billion in annual sales. This success is driven by their innovative footwear technology, strategic marketing, and expanding global presence. The company continues to grow its range of products, moving beyond performance shoes to a broader sneaker and lifestyle brand while maintaining a strong focus on its signature CloudTec cushioning.

Capital: On invests in building new production facilities in key regions, such as Europe, North America, and Asia, ensuring faster shipping times and local production to meet growing demand. They also make significant investments in the research and development of new sneaker technologies to diversify their product offerings, such as expanding into lifestyle sneakers while retaining high performance.

Link: https://citiusmag.com/podcast/citius-mag-podcast-olivier-bernhardt

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How Olivier Bernhard Started On Running And Made It The Fastest-Growing Athletic Shoe Brand In America - CITIUS Mag

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Olivier Bernhard shares how On Running was started and the the passion and innovation behind their mission to support runners of all levels.