KaMIST
Welcome back to KaMIST, your go-to lens into how marketing blends with culture, lifestyle, and everything in between. This week’s focus: the sneaker brand that’s quietly taken over both the running world and urban fashion scenes—On Cloud.
At first glance, On Cloud may seem like just another techy running shoe. But behind the minimalist design lies a sharp branding strategy. Founded in Switzerland in 2010, On introduced its signature CloudTec® sole, designed to deliver both cushion and propulsion—marketing it as running on clouds. The innovation won over athletes quickly, but brand expansion was far from smooth.
In its early years, On struggled to break out of German-speaking Europe. Competing with household names like Nike and Adidas, the brand lacked global presence, emotional appeal, and retail infrastructure. It needed more than a good product—it needed aspirational branding to compete on the world stage.
That pivot happened in 2019, when Roger Federer joined not just as a face, but as a co-creator and investor. His launch of The Roger sneaker line helped reposition On from niche performance gear to a premium lifestyle brand. Federer’s personal involvement—down to the design—turned this into a textbook example of celebrity co-creation. His clean, timeless image aligned perfectly with On’s values of elegance, innovation, and quiet confidence.
Instead of chasing hype or mass-market dominance, On focused on psychographic targeting—speaking to urban creatives, wellness-oriented professionals, and minimalist fashion fans. Its muted tones, sleek silhouette, and sustainable messaging tapped into the “quiet luxury” movement—where taste is shown through restraint, not logos. This allowed the brand to grow via identity-based marketing, not trend cycles.
And it wasn’t just the product. On built immersive brand experiences through concept stores like On Labs Zurich, where customers could test shoes, interact with brand storytelling, and literally walk through the On ecosystem. This form of experiential marketing creates emotional connection, driving not just purchases, but brand attachment.
Zooming out, On Cloud’s evolution is a powerful case of cultural branding. It didn’t rely on viral campaigns or sponsorship blitzes. It built value by aligning with lifestyle aspirations—movement, mindfulness, and modern design. From slow beginnings to a cult following, On proves that bottom-up branding can outperform even the loudest competitors, if it builds meaning first.
More culture-meets-marketing insights coming soon—only at KaMIST.