History On

On was first registered as a manufacturer of sporting goods in 2010. The company was founded by former Swiss Ironman champion Olivier Bernhard in partnership with David Allemann and Caspar Coppetti. In 2012, On launched the Cloudracer, a sports shoe favored by Swiss professional triathlete and London 2012 Olympic gold medalist Nicola Spirig. The company claims that the shoe's unique feature is a patented cushioning technology called CloudTec.

CloudTec began with Bernhard experimenting with a garden hose, exploring how this shape could offer a completely new type of cushioning. In short, a series of "clouds" that run underneath all On silhouettes provide cushioning when the foot hits the floor, then connect together to create a solid foundation for push-off on the next step. “The advantage is that by playing with the structure of the shoe, you can adjust the cushioning for a softer landing. When the clouds compress in the forefoot, it creates a strong and stable platform for push-off," explained Edouard Cojon, head of footwear product management at On, in an interview with HYPEBEAST.

Swiss tennis player Roger Federer became a shareholder of On AG in November 2019. Subsequently, in July 2020, the company released a limited edition sneaker called "The Roger". Given its recent sales growth, the company is reportedly considering an IPO in the second half of 2021. The company's IPO raised about $746 million.

On also founded and sponsors a professional running group, the On Athletics Club, coached by Dathan Ritzenhein and featuring several Olympic finalists. The company also created the bobsled shoes used in the 2022 Winter Olympics.

David Kilgore, an American professional runner and record holder, currently competes and works for On-running.

On March 31, 2022, On launched the Cloudmonster model. It differs from the company's previous designs with a larger sole. Jacob Gallagher of The Wall Street Journal described it as a "maximalist shoe" and claimed that the design is heavily associated with the Hoka One One, and called the Hoka One One "one of On's main competitors in the specialized running shoe market".

In March 2023, On announced the sponsorship of the world's first tennis racket, Iga Sveontek and tennis player Ben Shelton.