CRISP. Caught up with David Allemann to discuss how Swiss Fitness Brand “ON” has Hit The Ground Running
It began as three friends with one mission, To revolutionise the sensation of running.
Before “On” was a brand, David Allemann got together with friends Caspar Copetti and Olivier Bernhard to develop their story.
Olivier, a multiple Iron-man and Duathlon winner was perfectly placed to bring real-life expertise and experience to the project. This experience coupled with Swiss engineering started the process of refining the perfect running experience.
The trio went on to develop dozens of prototypes making sure not compromise their initial vision. Cushioned landing and firm take-off had to remain paramount throughout and “On” was formally established in January 2010. Not wasting any time, The Trio hit the ground running and immediately won an ISPO BrandNew award. An award revered as one of the most important in sports technology.
Fast forward to today and you can now find On products in over 6500 premium retails stores in over 50 countries. Some feat.
For our readers that are not familiar with On can you give us a brief intro into what you do?
I am one of the three founders of the Swiss sports performance brand On. Before founding On I was the CMO of Vitra, the renowned design and furniture brand. I love running, hiking, skiing and kitesurfing, am married to a doctor and have a daughter.
The running market continues to innovate its products YOY, what makes On different from the other staple names out there today?
On’s technology is unique and provides a new running sensation. It combines a soft landing followed by an explosive take-off.
Can you describe On’s target audience?
People who seek for a new running or hiking sensation. People who look for a sneaker for all-day comfort infused with performance technology.
Can you tell us a little more about how Roger Federer got involved in the business and what his role is?
We noticed Roger wearing On shoes and reached out to him. That’s when we found out he is a longtime fan of On and, of course, we are longtime fans of his.
Switzerland is a small place and we started having dinner together. Everyone knows Roger’s a leader in his sport, but as a friendship developed it became clear that there was a unique opportunity to forge a joint entrepreneurial path that is very different from an athletic sponsorship that a big company would do.
As a true partner, he helps to oversee product development, marketing and fan experiences as well as the athlete spirit of On’s high-performing culture.
We’re really into Sustainability at CRISP. Can you tell us a little more about the sustainable nature of the business?
At On, sustainability is at the core of how we work. On was born in the Swiss mountains, so nature and sustainability have been front of mind from the very beginning. We don’t believe that performance and sustainability are exclusive.
We believe they are two complementary concepts that we can combine through innovation to find more efficient solutions.
Do you ever see On extending their brand into other sport and fitness areas in the future?
The running market is huge and we are only at the beginning. There is so much potential in there. At the same time, due to a natural process, On shoes are also being worn on an everyday basis as a sneaker. We also offer a variety of products if you’re more into speed hiking and discovering nature at its purest.
What are your best selling products to date?
On’s Cloud model has become an iconic model since its launch in 2014. Nicola Spirig, a Swiss triathlete has won the silver medal at the Olympics in Rio de Janeiro wearing it and at the same time celebrities are being spotted going for a walk or shopping wearing the Cloud shoe. But also some of our performance apparel pieces have found their way into fans hearts like our lightweight shorts or the weather jacket.
The Cloudnova is your first shoe to cross-boundaries from sport into lifestyle, can you tell us a bit more about this move?
Fashion, sportswear and outdoor gear have been merging for a while. It’s almost like performance used to borrow from fashion, now fashion borrows from the performance. It’s because our generation is blurring the boundaries between work, home, sports and play.
In the past weeks with almost 5 billion people at home, this new lifestyle is emerging for all at light speed. As we felt for a while that a new reality asks for a new sneaker, we have been working on the Cloudnova for the last 2 years. It’s the first sneaker from On and is built with our award-winning performance technology.
CloudTec outsole, force transition plate and advanced materials. Fully cushioned and agile, the feel is almost weightless. If you think of it, performance is what made the original sneaker in the first place. The most comfortable shoe that takes you everywhere and challenges conventions.
Are there any brands out there you’d love to collaborate with?
There are brands that inspire us and of course, there are some brands where we see the potential. I would say stay tuned and see what the future will bring.
What will the world of running look like tomorrow?
Running is the first sport every child does. Even with several billion people at home in the past weeks, running has stayed or even become a part of their lives. I am convinced this will stay also when eventually things will go back to normal.
CRISP. Best Picks From ON
You can buy the whole collection from ON now – BUY NOW
