If you’ve spent any time scrolling through fashion TikTok, sneaker forums, or the feeds of style-savvy athletes, chances are you’ve seen them — sleek silhouettes, distinctive cloud-shaped soles, and that clean, minimal “On” logo. On Cloud shoes have become more than just performance sneakers; they’re a statement. But who actually owns On Cloud shoes, and how did this Swiss startup become a major player in both running performance and modern streetwear culture?

Let’s dive into the origins, ownership, and cultural rise of the brand that’s reshaping the sneaker game.

The Swiss Roots of On Cloud

Before the hype, On was born from something simple: a desire to make running feel lighter. The brand https://oncloudsstore.com/ was founded in 2010 in Zürich, Switzerland, by Olivier Bernhard, a former professional athlete, along with David Allemann and Caspar Coppetti. Together, they wanted to reinvent how running shoes felt underfoot — to create a “running on clouds” sensation.

In the second paragraph of any conversation about who owns On Cloud shoes, the answer is clear: On Holding AG, a publicly traded Swiss company, owns the brand. Listed on the New York Stock Exchange under the ticker “ONON,” the company remains headquartered in Zürich and operates with a distinctly Swiss precision.

Though the founders remain deeply involved in creative and strategic decisions, On’s growth accelerated after several key moments — none more talked about than when Roger Federer, Switzerland’s legendary tennis icon, joined as an investor and partner in 2019. Federer’s involvement didn’t just elevate On’s performance credibility; it gave the brand an aura of quiet sophistication that resonated perfectly with the rise of minimalist streetwear aesthetics.

Roger Federer’s Influence: From Courts to Catwalks

When Roger Federer joined the brand, On gained not just a world-famous athlete, but also a cultural bridge. Federer embodies the very traits On stands for: precision, elegance, and innovation without excess. His involvement led to the creation of The Roger line — sneakers that merge performance engineering with lifestyle-ready design.

Federer’s role isn’t just symbolic. He’s reportedly a shareholder and active collaborator, influencing design philosophy and marketing direction. Under his influence, On Cloud has transitioned from a niche running brand to a global fashion staple, appearing in luxury boutiques and on the feet of creatives who blur the lines between sportswear and streetwear.

The Federer era marked a turning point. It shifted On from the track to the streets — from technical excellence to cultural relevance.

The Rise of Performance Streetwear

To understand why On Cloud exploded into the fashion scene, it helps to look at the broader shift in streetwear itself.

In the early 2000s, sneaker culture was dominated by bold branding — think Nike’s Swoosh, adidas stripes, and heavy collaborations. But as the 2010s progressed, minimalism and performance-driven design began to speak louder. The lines between athlete and aesthetic blurred.

That’s where On found its lane. Their neutral color palettes, sculptural midsoles, and precision-cut uppers fit seamlessly into the “athleisure” movement while offering something that felt fresh — a European sensibility. Suddenly, the shoes weren’t just for marathon runners; they were for creative directors, tech founders, and stylists walking through SoHo or Zürich’s Bahnhofstrasse.

In fashion terms, On represents the evolution of performance streetwear — sneakers engineered for real performance, yet understated enough to pair with tailored trousers or a structured coat.

Innovation at the Core: CloudTec® and Sustainability

At the heart of On’s success lies its proprietary CloudTec® technology — those distinctive pods on the outsole that compress and release with each step, providing both cushioning and propulsion. The design isn’t just functional; it’s visually iconic, giving On Cloud sneakers an instantly recognizable identity.

Beyond aesthetics, On has also leaned into sustainability — a key factor in winning over the modern, eco-conscious consumer. Their Cyclon program introduced a circular model, allowing customers to subscribe, wear, and return fully recyclable shoes. That’s not a marketing gimmick; it’s a forward-thinking move that positions On as part of the next wave of ethical streetwear.

Where other brands chase trends, On innovates from within — quietly but confidently.

Swiss Aesthetic Meets Global Cool

Swiss design has always been about clarity, craftsmanship, and detail — traits that naturally translate into fashion. On’s visual identity mirrors this philosophy: minimalist typography, muted tones, and precise lines.

This aesthetic makes On Cloud shoes incredibly versatile. You’ll see them styled with cropped trousers, oversized outerwear, or even relaxed tailoring. They fit into the same wardrobe as A.P.C., COS, or Acne Studios, yet carry their own athletic DNA.

What’s fascinating is how On has achieved this cultural duality: they’re worn by marathoners and models alike, appearing in both running clubs and coffee-table editorials. That kind of crossover is rare — and it’s what defines the brand’s unique appeal in fashion circles.

Who Really Owns On Cloud Shoes?

So, who owns On Cloud shoes today?
The answer is multi-layered.

• On Holding AG is the parent company.

• The three founders — Bernhard, Allemann, and Coppetti — remain key shareholders and creative leaders.

• Roger Federer holds a minority stake and is an active partner.

• And since 2021, On has been publicly traded, meaning ownership is shared among global investors who believe in the brand’s vision.

This hybrid ownership structure gives On a rare balance between creative independence and global reach — a combination that has allowed it to expand rapidly while staying true to its roots.

Cultural Impact: From Runways to Real Life

It’s no exaggeration to say On has infiltrated fashion conversations far beyond the track. The shoes have been spotted on stylists, designers, and even off-duty models at Fashion Week. Their subtle yet distinct look has made them a favorite for those who reject loud branding but still want to make a statement.

You’ll see them paired with cargo pants in Brooklyn, technical outerwear in Tokyo, and neutral-toned fits in Copenhagen — proof of their universal appeal. On isn’t just a sneaker brand anymore; it’s part of a global aesthetic movement that blends function, design, and cultural awareness.

In the streetwear hierarchy, On Cloud represents the future: brands built on authenticity, innovation, and quiet confidence.

The Future of On: More Than Just a Trend

As of 2025, On continues to expand — launching new silhouettes, experimenting with materials, and exploring collaborations that align with their design philosophy. They’ve carved out a niche that feels timeless rather than trendy.

While other sneaker brands chase hype cycles, On seems to play the long game. Their success is built on community, quality, and a clear vision: to make performance beautiful.

And in a world where fashion often oscillates between extremes, that balance feels refreshing.

Final Thoughts

On Cloud shoes are a testament to what happens when performance meets precision and style meets substance. The brand’s Swiss origin gives it a unique credibility, while its understated design speaks to a new generation of consumers — those who value authenticity over noise.

So, who owns On Cloud shoes? Technically, On Holding AG. But culturally? They belong to the streets, the creatives, and the athletes who redefine what modern fashion means.

In the end, On isn’t just a company — it’s a movement. A symbol of where the worlds of sport and style harmoniously collide.

FAQs

1. Who owns On Cloud shoes?
On Cloud shoes are owned by On Holding AG, a Swiss company founded by Olivier Bernhard, David Allemann, and Caspar Coppetti. The company is publicly traded and includes Roger Federer as a shareholder.

2. Is On Cloud a Swiss brand?
Yes. On Cloud is a Swiss-born brand headquartered in Zürich, combining Swiss engineering precision with global design appeal.

3. Why are On Cloud shoes so popular?
Their unique CloudTec® cushioning, sleek minimalist design, and blend of performance and streetwear appeal have made them a favorite among both athletes and fashion enthusiasts.