On’s four-sensation structure and retail investments use clarity, not launch volume, as a tool to simplify retailers’ jobs and customer choice in a saturated running market.
On Holding has introduced a permanent new brand platform for its running range, called Run On Clouds, alongside the next generation of its marathon racing shoe. The Swiss sportswear company made the announcements at its inaugural On Running Summit, held June 26–28 in Paris and attended by more than 200 run specialty retail partners, media and athletes.
The new identity reorganizes On’s running product roadmap around four physical sensations: soft, support, energy and speed. It replaces a marketing approach built around individual shoe releases with a structure the company says is meant to make its underlying technologies, including CloudTec and LightSpray, easier for consumers to identify.
The centerpiece product launch was the Cloudboom Strike 2 and a LightSpray version of the same shoe, both aimed at elite marathon competition. The shoes introduce a cushioning architecture called CloudTec Sphere, a new Helion HF midsole foam that On says is 15 percent lighter and 20 percent softer than its predecessor, and a curved carbon plate positioned between two foam densities to aid propulsion.
On also previewed its spring/summer 2027 running collection, including the Cloudsurfer 3 and Cloudsurfer Max 2, and said the same materials research is being extended into performance apparel.
The summit also marked a further step in scaling LightSpray, the automated upper manufacturing process On introduced in 2024. The technology uses a robotic arm to spray filament directly into a single-piece shoe upper, a method the company says replaces a manual process that can span roughly 200 production steps across multiple facilities. On opened its first LightSpray factory in Zurich in 2025, followed by a second facility near Busan, South Korea, in April 2026.
Alongside the product news, On outlined three commitments to its specialty retail partners: expanded exclusive product access, a larger field team to train store staff on its technology, and continued investment in wholesale ordering and inventory systems.
