Creators of Revolutionary 'Ribbon' Footwear Targeting Olympic Success

Hellen Obiri, a Kenyan long-distance runner, has emerged as a promising contender for the upcoming Olympics this month. This success is not solely attributed to her exceptional talent – evident from securing two silver medals and triumph at the Boston Marathon in April – but also to her footwear: The Cloudboom Strike LS by Swiss brand On, which utilizes a unique LightSpray technology.

In Paris for the Olympics, Obiri is set to don these innovative shoes crafted with precision using robotics and thermoplastic polyurethane. Weighing just 158 grams (5.5oz), they are designed without laces but feature a distinctive bulbous sole that absorbs impact for superior performance.

Initially skeptical, Obiri stated to the New York Times, "The first time I saw the shoes, I said, 'No,' and 'I can't run with these.'" However, her victory at Boston convinced On not to reconsider their offer. The company behind this footwear has seen significant growth; in 2023 alone, they reported net sales of CHF1.79bn (£1.56bn) and a 47% increase from the previous year, with presence in over 60 countries worldwide.

This success is part of a broader shift within sneaker giant brands globally. Traditional leaders such as Nike have encountered challenges, with forecasts predicting a potential sales decline up to 9% by May 2025 – their most substantial drop in two decades. Adidas has also faced difficulties due to the termination of its partnership with Kanye West over his controversial statements and subsequent discontinued Yeezy shoe lines.

The sneaker market is experiencing a period of transformation, as stated by Jake Bell, an NYC marketing consultant: "Consumers are gravitating towards brands that innovate and offer unique products." On was established in Zurich by Olivier Bernhard, David Allemann, and Caspar Coppetti in 2010. Their patented CloudTec technology – a cushioning system enhancing foot comfort during runs – gave them the confidence to compete with industry giants such as Nike and Adidas.

On collaborates with notable personalities such as Roger Federer, who became an investor in 2019. The brand also provides uniforms for the Swiss team at the Paris Olympics. However, they do not shy away from working with fashion-forward figures either; their partnership with luxury label Loewe and appearances by Vogue cover stars Zendaya and FKA twigs demonstrate a willingness to embrace diverse influencers in the industry.

According to Daniel-Yaw Miller, an editor at Business of Fashion: "They don't differentiate between influencers, tastemakers, or ambassadors," he said. "Everyone is part of one unified movement." Marketing consultant Bell emphasized that this approach resonates with consumers and plays a crucial role in the brand's growth trajectory: "Whether it's running through Central Park, along the West Side Highway, or even on an Equinox treadmill at home, I have seen more people wearing their shoes. There are great reviews about their proprietary cushioning system."

Lydia Sanders, co-founder of Runner Beans Club in southeast London, echoed this sentiment: "In the past six months alone, there has been a noticeable uptick in people wearing them. The Cloudmonster is gaining popularity. There could be some influence from seeing others wear their shoes at our club."

According to Miller, On's continued growth and success are due in part to the brand evolving beyond athletic footwear into a staple for everyday activities – an appealing prospect that makes them a formidable competitor amongst well-established brands.