Cloud

Ambition and accolades

In the early 2010s, On was a young company whose founders were full of ambition. The sporting experience, innovative ideas and unrivaled passion of co-founder and former world-title-winning athlete Olivier Bernhard brought success in 2012 when the brand’s Cloudracer running shoe took the Brandnew award for innovation in sport at the ISPO Munich international trade fair in 2013. Winning this prestigious accolade gave Bernhard and his partners, Caspar Coppetti and David Allemann, a huge boost, so they set about crafting a new silhouette – one which could act as a flagship for the fledgling company and maybe even become an icon. The shoe they produced was the remarkable On Cloud.

A unique cushioning system

Arriving in 2014, the first version, simply known as The Cloud, was kitted out with some of the high-performance technologies which the brand had already become known for, in particular its unique CloudTec cushioning system. Developed from a prototype put together by a friend of Bernhard’s before On even existed, CloudTec consisted of hollow tubes that compressed under the weight of the runner, helping to soften each step, before springing back into shape and propelling them forwards like a racing shoe – a combination that was hard to achieve and broke new ground in the running community at the time. Each individual CloudTec element worked separately, reacting and adapting to the specific footstrike of the wearer to provide both vertical and horizontal support, while as a whole, the system offered a comfortable yet responsive running experience. Unlike the hollow pods on the Cloudracer, which protruded from the outsole, those on the Cloud were formed within the foam midsole, giving it a lower profile more inline with a traditional racing flat. This represented a significant step forwards in the technology, setting the tone for its future use.

A propulsive midsole

Surrounding these cloud-like openings was the brand’s Zero-Gravity foam – a new EVA compound mixed with rubber to make it both lightweight and bouncy – and beneath them was a series of grippy rubber pads for solid traction. Underfoot, deep flex grooves separated each CloudTec pod, with a large channel running through the middle to make the shoe incredibly flexible. Inside the sole unit was the so-called Speedboard: a specially designed plate that formed a stiffening matrix within the foam to capture the runner’s energy and transfer it forwards into the toe for a powerful push-off.

A lightweight upper

Along with its springy sole unit, the On Cloud had a lightweight upper made from breathable mesh with minimal overlays around the forefoot and a larger panel reaching from the midfoot to the heel. Its lack of internal structure made it incredibly flexible, allowing it to mold comfortably around the foot for a snug fit, while its elasticated Speed Lacing system gave it the easy convenience of a slip-on shoe. The gusseted tongue and carefully shaped heel held the foot in place, and for those wanting firmer lockdown, a pair of traditional laces was supplied in the box.

A stylish design

The On Cloud had many benefits and was lauded for its featherweight feel, comfortable fit and firm, snappy sole. Despite its performance running design, it was also stylish, with the brand’s distinctive CloudTec cushioning offering a standout look alongside minimalist branding, an offset tongue patch beside slanted stitching that angled down towards the toe and textile ribbons threaded through the sides and back of the heel. These intriguing visual elements lent the silhouette an overall casual esthetic that gave it broad appeal beyond just the sporting community, with many wearers treating it as an everyday sneaker as well as a running shoe.

An award-winning shoe

These aspects drew plenty of attention to the first On Cloud, as did research carried out by the Swiss Federal Institute of Technology which showed that CloudTec cushioning helped to reduce the heart rates and blood lactate levels of runners. These successes helped On to grow rapidly during that time, and the brand opened new offices in the United States in 2014 before expanding to Japan the following year. Like the Cloudracer before it, the Cloud became a prize-winning shoe, taking the 2015 ISPO Gold Award for Best Performance Running Shoe. While On proclaimed it as the lightest fully cushioned running shoe in the world, Urs Weber of the ISPO jury described it as “a lightweight training shoe” providing “comfortable cushioning through the special cushioning system of the midsole and outsole construction.” He also described the upper as “very breathable and a true design statement for running shoes”, thus summing up its revolutionary blend of performance and style.

Sporting triumphs

This incredible feedback earned the On Cloud yet more fans, and professional athletes began wearing it during both training and competition. Triathletes Nicola Spirig and Tim Don in particular proved its sporting credentials. Having won the Cozumel Ironman on debut in a pair of the brand’s running shoes, On athlete Spirig took silver in the 2016 Olympic triathlon in Rio de Janeiro while wearing a striking pair of Clouds with vibrant lime green accents. Meanwhile, Don wore a more subdued black and gray colorway as he won the Ironman 70.3 Monterrey, his exceptional run time of 1:12:34 giving him the edge and carrying him to victory in the final phase of the event. The Cloud’s fast, agile design was a key factor in each of these triumphs, with its highly breathable upper helping them stay cool in hot conditions, and its Speed Lacing system easing the transition between cycling and running.

Making improvements

Despite its popularity, there were still improvements that could be made to the On Cloud. Along with all of the praise it received, the shoe was criticized for its lack of durability, while the flex grooves on the sole would easily pick up stones and other debris when used off road. The designers continued to innovate and problem-solve, tweaking the design to make the outsole far more hard-wearing on the second iteration. The forefoot overlays were also sturdier, while the cushioning offered the ideal blend of soft landings and a firm, responsive step. While making these changes, the designers managed to maintain the Cloud’s lightweight feel and minimalist appearance, and the brand leaned into its value as a casual sneaker by releasing a host of stylishly vibrant designs. In contrast, the sleek ‘All Black’ colorway was said to reduce the shoe to a mere outline, with designer Thilo Alex Brunner claiming that, if the On Cloud could be recognized from this alone, it could become an icon of footwear culture.

A 24/7 urban runner

By 2018, the Cloud had been updated again, this time with a greater focus on its lifestyle benefits over its running performance. Olivier Bernhard appeared in a short video from outside On Labs highlighting why it was such a great shoe. Sitting outdoors on a step next to his bike, he emphasized the new Cloud’s lightweight build, convenient slip-on design and no-sew forefoot reinforcements, calling it his “favorite shoe between workout and work” and stating that it “defines comfort in a different way” and “looks excellent”. Alongside this, another video was released showcasing its abilities as a “24/7 urban runner”. In it, DJ and entrepreneur Brendan Fallis shared 24 hours in his New York life, running, walking and performing DJ sets, all in the On Cloud. Its elegant white upper was clearly visible, with the sleek new design sporting thin reflective stripes instead of the previous textile ribbons for an even more minimalist look. The video perfectly demonstrated the kind of active lifestyle the shoe was built to support, finishing with the words “Never Not On” to indicate its ability to go all day. 

Experimenting with variants

Around this time, On began experimenting with variants like the Cloud Waterproof. Its engineered mesh upper had a special coating designed to protect the wearer from wind and rain while remaining light and breathable, adding another dimension to the popular silhouette that made it even more suited to the rigors of city life. A year later, the Cloud Dip was introduced, its name derived from the fact that its rubber mudguard was applied using a special dipping technique. This protective feature was the most obvious update to the Dip, but it also had a tough ballistic canvas upper that made it far more durable than its counterparts. A few esthetic alterations could also be seen, including its centralized tongue patch, while the sole unit remained the same, ensuring that the shoe delivered the reliable comfort and bounce that fans had come to expect from the Cloud.

The perfect shoe for work, play and sports

In the early 2020s, the company experienced exceptional growth, with the now iconic Cloud acting as its flagship silhouette. Capitalizing on this, co-founder David Allemann appeared in a 2020 video for the latest version, which was referred to as “still the world’s lightest fully cushioned running shoe… geared towards all-day comfort and performance.” Allemann described the features and properties that had made the Cloud so successful over the previous six years, including its super-lightweight, impact-protecting midsole, its reliable grip pods, its propulsive Speedboard, and its Speed Lacing system. He also noted its snug-fitting upper, comfortable antimicrobial materials, firm lockdown and minimalistic style. All of these elements were now highly optimized over the original design, giving it Olympic-level performance while also offering a versatile look that suited everything from the office to the running track. This made it perfect for “those who blend work, play and sports into an active lifestyle”. 

A more sustainable design

In 2022, the brand finally began numbering the shoe with the release of the On Cloud 5. All of the classic features from the previous edition remained, but a few changes had been made to enhance fit and comfort. The Speedboard had been redesigned for an improved transition through the foot, the heel remolded for an extra secure fit, the midsole enlarged for even more comfort and the materials improved for better feel and durability. Esthetically, it was similar to the previous model, though the slanted embroidery down the tongue and forefoot was no longer present and the canvas mesh on the midfoot overlay gave it a more cohesive overall appearance. The biggest update came from the brand’s deeper focus on sustainable design, which saw the Cloud incorporate around 44% recycled materials. On had always been concerned with environmentally friendly processes and products, but this was ramped up in the early 2020s. More and more recycled elements were introduced into many On shoes and cyclical, waste-reducing methods were used throughout the business, giving fans of the Cloud yet more reasons to buy it.

Expanding the range

With increased success came greater ambition, and On expanded the Cloud series, creating several variants of the fifth generation model with both shared and individual characteristics. Each one had the same sole unit, thus preserving the outstanding cushioning and support of the core silhouette, so was distinguished by its upper. Alongside the now-standard Waterproof version, there was the comforting Terry edition, which introduced plush cotton fabrics, a fuzzy terry cloth tongue, a synthetic leather overlay and extra perforations around the heel to make up for the breathability lost through the forefoot. Meanwhile, the Combo went for a different texture with its two-tone woven mesh, and the Ready was an evolution of 2019’s Dip variant featuring a hard-wearing canvas upper and a waterproof TPU mudguard that wrapped around the upper to shield it from splashes of mud and dirt. 2023’s Push had a tight-fitting athletic upper and a soft tongue built from layers of stretchy mesh for added comfort, flexibility and breathability with a slanted indentation that paid homage to the esthetic stitching applied to the original Cloud. Lastly, the Coast had the most individual look of all, completely removing the overlay through the midfoot and heel to make it much more flexible. This and other changes, including its redesigned kick-down heel, non-slip outsole, fast-dry materials and sweat-wicking sockliner, were designed to make it the ultimate travel shoe – lightweight, easily packable, quick to put on and comfortable in hot, humid environments.

Showcasing the series

These Cloud 5 variants showed the evolving nature of the series, which had now become largely focused on daily use rather than performance running. Nevertheless, they retained the supportive athletic technologies that had made the original such a success, so could still be relied on for the unique comfort and support provided by the CloudTec cushioning, Zero-Gravity foam and flexible Speedboard. Released throughout 2022 and 2023, some were showcased in stylish videos demonstrating the broad range of active lifestyles that the collection was built to encourage. The core Cloud 5 model kicked things off with a relaxing film entitled “The everyday performance shoe that’s built different” in which a musician and artist called Anastasia wore the shoe as she went about her gentle daily routine before heading out for a lively evening in the city. The description emphasized the Cloud’s improved comfort and cushioning, its stable CloudTec configuration and its use of recycled materials.

An emotive marketing campaign

For the Ready variant, the brand followed lawyer turned activist and writer Shon Faye in a powerful piece about freedom and resistance that focused on the shoe’s “all-day performance… that enables you to go where others can’t.” Meanwhile, the video for the Combo depicted crossfit adaptive athlete Krystal Candu talking about her struggles with anxiety and fear. It showed the convenient slip-on design of the Cloud, while the text highlighted its “nonstop comfort” for “all-day adventures”. Lastly, the Push was worn by DJ and record producer Sango as he spoke about a range of topics, from community to storytelling and collaboration, with the comment stating that his music had a “genre-melting sound that isn’t afraid to be different.” In a similar way, the Cloud 5 “channels that same fearless embrace of standing out: It’s built differently to ensure it can deliver unrivaled comfort, durability and support.” 

Supporting a broad range of lifestyles

These captivating films illustrated the versatile nature of the On Cloud 5, with each connecting to some aspect of its design, whether it be the rhythm and bounce provided by the sole unit or the warm, relaxing comfort and dynamic flexibility of the upper. The ultimate message was of the shoe’s unique athleisure construction and the broad range of lifestyles it was suited to. Indeed, throughout 2023, this was exemplified by a number of celebrities who were spotted wearing it in both sporting and casual contexts. American actress and singer Lucy Hale was pictured out and about in Los Angeles in a black and white pair of the Push variant, while Brazilian model Gisele Bündchen wore an elegant all-white Cloud 5 while shopping in Miami. Later in the year, American actress Brooke Shields donned a similarly graceful colorway as she took part in the annual charity Race of Hope in New York. This further broadened its appeal as a fashion item while also proving that it could still function as a running shoe.

Driving innovation

With the On Cloud’s profile growing year on year, the brand launched its sixth iteration of the now-iconic silhouette in 2025. Driving innovation once more, it took the shoe’s performance to even greater heights without weakening the signature timeless esthetic that had seen the Cloud become a staple of wardrobes around the globe. Although its exceptional cushioning remained the same, its mesh upper and no-sew overlays were stronger and the internal structure had been altered to provide a more comfortable fit and improved heel support. The familiar step-in design was also enhanced by way of a new sockliner and a wider opening at the collar so as to accommodate a wider range of foot types. All of this was achieved using a blend of recycled and bio-attributed materials, from the polyester upper to the TPU elements and even the midsole foam, making the Cloud 6 one of the most sustainable shoes around. Alongside the core model, On brought back the Waterproof edition, now simply known as the Cloud WP, as well as the popular Push and Coast variants. Each exemplified the classic minimalist style that On had become renowned for by this point, and together with the core model, they formed an outstanding collection of compelling lifestyle sneakers.

An expressive launch

To mark the release of the Cloud 6, On teamed up with creative talents from around the world in a launch campaign highlighting the silhouette’s ability to effortlessly become a daily style staple for the next generation of Cloud fans. A playful video depicted multidisciplinary Italian artist Inès Michelotto, London-based artistic director Mamady Diana, Chinese singer-songwriter Xiaoqiao and her compatriot Kai, an artist and DJ, considering questions of self-expression like “Who do I want to be today?” and “How do I want to move today?” The conclusion was not to overthink it, with the On Cloud 6 being presented as the simple solution throughout. An accompanying comment emphasized its comfort and versatility with the words: “Every model… brings even better cushioning and fit. And the same sleek design that goes with every look.” 

An epic journey

In a little over ten years, the On Cloud went from award-winning performance runner to iconic lifestyle sneaker. As one of On’s earliest silhouettes, it represents the brand’s ability to adapt and evolve over time without compromising on the core value of “igniting the human spirit through movement”. Today’s Cloud is the ideal shoe for active urbanites, combining supportive technologies designed to revolutionize the running sensation with comfort-giving features made for all-day wear and a classy yet versatile look that suits almost any situation. No wonder it has graced the feet of elite athletes, stylish celebrities and pretty much everyone in between.