(TAB) On is founded in 2009 in Zurich and launches the «Cloudtec®» technology platform for running shoe outsoles. A soft landing and a hard push-off is the unique pitch of the brand. From the very start, On wished to take another route than competitor brands by making shoes which don't come visually overcharged. In over six years, Thilo Alex Brunner has designed the whole range of the brand combining performance aesthetics and functionality with smart elements inspired by both urban and casual environments. The range nowadays comprises seven different styles. Photos ©BMCO / ©On / ©Thomas Stoeckli.