On Unveils Next Era of Performance Innovation and Reveals Sensation-First Run Brand Identity
Reaffirming running as its core engine, the premium sportswear brand scales a continuous pipeline of breakthrough Swiss innovation across sportswear and launches the next-generation marathon racing technology, and new investments designed to strengthen the global run specialty channel.
PARIS, France, June 30, 2026 — Sportswear brand On declared its relentless Swiss Innovation Engine as the core platform for its future, establishing running as foundational to its global strategy while expanding its performance-led footprint across multiple athletic disciplines.
The brand used its inaugural On Running Summit in Paris to unveil a refreshed "Run On Clouds" running brand identity and to showcase its pipeline of breakthrough Swiss technologies to global partners, media, and athletes – reinforcing its unwavering commitment to the run specialty channel and providing partners with a roadmap for the future of the brand's running product portfolio.
“Running is where On started, and it’s where our future starts,” said Caspar Coppetti, On Founder and Co-CEO. “If our first chapter was about disrupting the industry, our next is about redefining it by creating premium running innovations and experiences that begin with how running and movement feels. Who says sensations can’t be engineered?”
“At On, we don’t see performance and design as separate worlds. They’re built together – with the same mindset, the same rigor, and the same ambition,” added David Allemann, On Founder and Co-CEO. “While running is our core, our relentless innovation engine is driving the future of human movement across all categories, from elite racing and training to lifestyle.”
Coppetti also reaffirmed the company's commitment to the run specialty community. “Our specialty retail partners are essential to On. They are the frontline experts, connecting runners with our innovation and building local communities. As we enter this next chapter, our commitment to our key partners is stronger than ever.”
A New On Running Brand Identity
As part of this strategic shift, On revealed a refreshed brand identity to shape how On shows up in the running space and connects with runners. To cut through an increasingly crowded running market flooded with product launches, On will focus on simplification and transparency, unmasking signature Swiss engineering innovations and technologies – like CloudTec® and LightSpray™ – to ensure consumers understand how each product elevates their run.
This shift culminates in the launch of a new core identity, Run On Clouds. Rather than a temporary marketing campaign, Run On Clouds serves as a permanent, refined brand world centered on the runner’s experience. In response to a high-pressure running culture dominated by data, metrics, and endless shoe drops, On's new identity focuses on the human feeling that running ignites. By blending rigorous technological innovation with this emotion-first philosophy, On aims to solidify its position as the world's premier sportswear brand by making running feel as intuitive as it is high-performing.
Under this simplified and amplified identity, On’s product roadmap and core running franchises are systematically organized around four sensations – Soft, Support, Energy, and Speed – each engineered to deliver distinct, curated physical feelings.
Engineering the Sensation of Speed: The Cloudboom Strike 2
A centerpiece of the summit was the world-exclusive launch of the Cloudboom Strike 2 and LightSpray Cloudboom Strike 2, On's next-generation marathon racing shoes engineered for elite competition. Developed with insights from professional athletes, the Cloudboom franchise is designed to maximize efficiency over the full marathon distance, helping runners maintain speed late into the race.
Key innovations include:
- CloudTec Sphere™ Geometry – A new cushioning architecture featuring precision-engineered channels that enhance impact absorption, rebound, and running efficiency.
- New Helion™ HF Midsole – A next-generation foam that is 15% lighter and 20% softer than its predecessor, delivering increased energy return in a lighter package.
- Curved Carbon Speedboard® – Positioned between dual-density foams to promote smooth transitions and forward propulsion throughout each stride.
Learn more: On Unveils Next Generation of Cloudboom Marathon Racing Shoes, Powered by New CloudTec Sphere™ Technology
Elite Innovation for Every Runner Across All Movements
On also previewed its SS27 running collection, including the Cloudsurfer 3 and Cloudsurfer Max 2, which scale elite-level technologies for the broader running community – in line with On's product philosophy that elite-level innovations should benefit all runners.
Furthermore, the summit highlighted how On's proprietary technologies are transcending footwear to redefine performance apparel. Viewing the athlete as a single, head-to-toe system, On applies the same rigorous material science to its clothing—developing custom stitch structures and ultra-light materials that deliver distraction-free performance whether on the track, the tennis court, or the city streets.
Strengthening the Run Specialty Channel
Held from June 26-28, 2026 at La Gaîté Lyrique in Paris, the On Running Summit served as an experiential proof point of On’s long-term strategy and retail-centricity. Bringing together more than 200 of the world’s most influential run specialty partners, international media, and elite athletes, the three-day event was designed to explore product innovation, athlete insights, workshops, and strategic discussions aimed at bridging the gap between high-performance innovation engineering and global culture.
As part of its long-term ambition to become a leading running brand, On announced three strategic initiatives to better support specialty retail partners:
- Product Primacy: Expanded launch exclusives and priority access for core run specialty accounts.
- Elevated Partnership: Investing in local running communities by expanding the Tech Rep footprint to support and educate specialty floor staff.
- Frictionless Operations: Continued investment in B2B infrastructure to simplify pre-booking, improve inventory visibility, and accelerate restocking.
Scaling LightSpray™ as a Revolutionary Platform
The summit also highlighted the continued expansion of LightSpray™, On's game-changing upper manufacturing innovation. LightSpray™ condenses traditional upper manufacturing – which can typically require around 200 steps across multiple facilities – into a fully automated, single-step process. Using a robot arm, the innovative technology sprays 1.5 kilometers of a specialized filament to produce an ultra-light, seamless, one-piece upper in just minutes.
Since introducing LightSpray™ in 2024, On has scaled its operational framework for automated shoe production from the ground up. The brand unveiled the world’s first LightSpray™ production facility in Zurich in 2025. This was followed by the opening of a second robot production facility near Busan, South Korea, in April 2026.
A selection of assets is available online.
About On
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Sixteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® and LightSpray™ innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.
On is present in more than 80 countries globally and engages with a digital community on www.on.com.