Ever noticed how wealthy people are ditching flashy luxury logos for minimalist, high-quality brands that speak for themselves? One of the most sought-after names right now is ON — a Swiss footwear brand worn by tech founders, celebrities, and anyone who values performance and understated style.
What is ON and Why Is It So Popular?
ON Running is a Swiss sneaker brand founded in 2010 by former professional athlete Olivier Bernhard, alongside friends David Allemann and Caspar Coppetti. Their goal? To reinvent running shoes by delivering the sensation of “running on clouds.” This led to the creation of the brand’s signature technology: CloudTec®, a patented cushioning system that absorbs impact and delivers powerful push-off.
When Did ON Become a Trend?
ON really took off in 2019, when tennis legend Roger Federer invested in the brand and co-created a lifestyle line called The Roger. With this collaboration, ON began gaining international recognition and quickly became associated with innovation, comfort, and quiet luxury.
By 2020–2021, ON had become a cult favourite among:
- Silicon Valley entrepreneurs
- Designers and creative professionals
- Athletes and wellness influencers
- Minimalists seeking functionality without flashy branding
What Makes ON Unique?
- CloudTec® technology for soft landings and explosive take-offs
- Swiss-engineered comfort and premium materials
- Sleek, minimal design — perfect for both training and lifestyle wear
- Commitment to sustainability and recycled materials
- A strong reputation for “quiet luxury” — style that doesn’t need to shout
Who Wears ON?
The brand has attracted a high-profile following, including:
- Roger Federer (brand partner)
- Zendaya
- Bella Hadid
- Matt Damon
- Adam Scott
Founders and creatives from top tech companies like Google and Meta
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Where Can You Buy ON Sneakers?
ON shoes are available in many European and US online stores:
- on-running.com — the official website
- Zalando
- Farfetch
- END. Clothing
- LuisaViaRoma
- Bergfreunde
- JD Sports
- Footshop
and others
However, not all stores ship internationally — and even when they do, prices can vary widely due to taxes and regional markups.
How to Buy ON Shoes If They Don’t Ship to Your Country
With Shopogolic, you can buy ON shoes directly from Europe, the UK, or the US — and have them delivered to your home, no matter where you live. Here’s how it works:
- Sign up at Shopogolic
- Get a virtual address in the country of your choice (Germany, Italy, France, USA, UK, etc.)
- Order ON sneakers online and ship them to your virtual address
- We receive your package, consolidate it with other orders if needed, and ship it to you
- If your payment card doesn’t work — no problem, we’ll buy the item for you with our Purchase Assistance service
With Shopogolic, you get access to regional prices, local discounts, and exclusive drops — all without the limitations of international shipping.
