On: The $10 Billion Startup That Reinvented the Running Shoe

On Running or On Clouds as many refer to them have been some of the hottest and fastest selling shoes of recent years. Having only been founded in 2010, how are they already competing with the big players such as Nike and Adidas? Are On shoes worth the hype? You be the judge...

[@SantoRedentor]

Not sure about running, but they are definitely great at collecting small rocks in the holes

[@ArtificialDreamsAD]

How aren’t you sure ?

[@leeutting5265]

agree, mine collect stones all the time, frustrating, They're also not built for longevity either.

[@segasys1339]

lol

[@amblincork]

That would be quite a negatice for a road running shoe

[@Valkies-zj2bi]

I sell the rocks to help pay for the next pair I get

[@nickbell6435]

I’m a big runner, go through about 3 pairs of running shoes a year, and have had 3 pairs of On Running shoes. They’re rubbish for running. They’re great for walking, gym, generally lifestyle use. But they’re trash for running.

[@jesusapariciosilva]

Foam tech with plating

[@MarMBxxbalxver]

I love my altras although I don't run too much, so can't talk about longevity or campare against other shoes in term of running

[@ramideeb]

totally agree, even for lifestyle they're trash - not comfortable at all

[@MihaRekar]

It wasn't always like that. I started running about 10 years ago and fell in love with Cloudsurfers and later Cloudrunner. They were comfortable, light, fast, and they lasted 800-1200km. Then around 2017 the quality started dropping. Fast. I sent one pair back and got it replaced when it failed after 50km. The replacement failed after 150km and they didn't want to replace it. So I never bought another On shoe. I'm also not a fan of these high stacks so their newer models wouldn't fit my style of running anyway. But I'm still sad, because I did genuinely love those shoes and recommended the brand to many people. Oh, well…

[@austinenns9502]

I have 500 miles on mine. Love them for running

[@capturetheloops]

we call these "mom" clouds at my work, suburban moms love the On/Qc

[@amblincork]

The kiss of death for a runnign shoe

[@oobanalis6084]

I wear my ON Rogers almost everday and i think they're the most comfortable shoes i've got. When standing all day long my feet dont't hurt at all like with my old Adidas or Nike shoes.

[@paullist3821]

1 lady in our running club had 4 pairs in 6 months as they kept falling apart, On replaced them every time but no one else from our club will go near them now

[@sergiotrevino1219]

I’m a runner and I just bought my first pair, my first run was yesterday 6-17-24 and I did love them.. no muscle pain on my legs, that’s a good sign 🙏🙏🙏

[@danielvelasquez2858]

I have feet problem (flat feet/steep arch) and I started using this shoes about two years ago. I never can go back to other shoes after trying Nike Air and other sporty brands. These On shoes are so good I tried the cloudmonster and hiking boots and gotta say they are so comfy and flashy to wear. If you are not willing just wait for sale every season to get a cheaper pair but they're definitely worth it

[@skystriker93]

I have knee issues and flescittis, the ON cloudmonster allowed me to walk around at work for 10 hours pain free! No other shoe did that for me. Now at work 10 other employees wear them and swear by them. Worth every penny. I don't like other types of ON's just the cloudmonster.

[@justSTUMBLEDupon]

Have you tried fresh foam more?

[@iternityhuman1782]

I tried the On Cloud monster the most comfortable shoe I've ever worn! The sole is like little shock absorbers.

[@EnjoMathew-fp7yl]

My Cloudflyer, Cloudstratus and CloudUltra fits my feet like a glove. Absolutely love walking in it. Infact ON is the primary reason I enjoy walking and changed my lifestyle. I swear by ON shoes now. ❤

[@TheOlfactorium]

I have got On Shoes they’re are the most comfortable and durable lightweight shoes I’ve ever worn

[@mungo75]

The only time I've seen them worn is as an everyday fashion item. A friend of mine who actually runs, and hikes on trails occasionally was bought a pair by his partner - he hates them, says they're falling apart after a few months use and wearing out. He usually buys Adidas or Nike, personally I'm more of a minimalist kind of guy.

[@h4nzman118]

I discovered the cloudmonster over a year ago at a local store and was surprised how comfortable i can walk in them. My heels land soft on the ground and the foot springs a bit. Longer walks don't seem to put stress on my knees. I never intendet to use them as fashion shoes rather discovered them and liked how they fit. I actually don't like the visual appearance but it is what it is.

[@Joseph-ly7sb]

My wife bought a pair, they lasted 2 months.

[@austinenns9502]

How? I got 500 miles on mine

[@kyleo8688]

How?

[@JorenGalon]

Asics is better

[@austinenns9502]

@@JorenGalon I used to wear Asics. They gave me shin splints

[@1afterthep]

How are ON shoes marketed to old people. The amount of 60year-olds and even way older people wearing On shoes is insane. How is it I've never seen Grandpas in Air Maxes or Grandmas in Zooms? And I still don't. How did ON get old folks to dish out that kinda money for sneakers??? Got two pairs of Clouds I kinda don't wanna wear anymore because of it. Who wants to wear the same sneakers as hundreds of old folks in your city? It's like ON is the new Camp David, another brand for old folks.

[@johnjohnson2466]

I’ll tell you about my experience for what it’s worth. Been running with asics for 10 years or so but they discontinued the shoe I used so after getting a different model that didn’t really fit in, decided to give a try to On. Shoes are beautiful and yes they are really comfy however they are extremely fragile and torn and wear out quickly. Tried my cloudflyer 4 for a 10 mile run and the cushion on the heel already was falling off. Nowadays I also like doing some hiit workouts with burpees and weights and the shoes would tear apart even faster. This pair only lasted 6 months. I also got another more casual sneakers from this brand to wear every other day at the office and they are fine but overpriced. All in all I’d say these are beautiful shoes for wearing however not so good for exercising as durability is not their forte. And they are ridiculously expensive as well.

[@MiracleWarriors]

In Europe and USA the ON running shoes are very expensive, but elsewhere they are a bit less expensive them shoes like the Vomero 17, Invincible 3 from Nike or cheaper then Asics Gel-Nimbus 26 and Gel-Kayano 30 . For a cheaper price they are worth trying and I got from them the Cloud Eclipse and Cloud Stratus 3. Love then both and I can't wait to see the Cloud Monster 2 also costing much less then a New Balance 1080 v13 and an Invincible 4.

[@dorothychen3090]

Great video! Informative and enjoyable to watch.

[@RaisedMedia]

Thank you! Sometimes it’s hard to keep going but comments like this are so reassuring.

[@jmorgadocerqueira]

Good product or not, what on running is doing with it's athletics team in Boulder Colorado is mind blowing. The coach and every athlete are turning heads in every event they compete. Multiple national records and area records in a few years of existing. I know results are independent of running gear but to support athletes and make the sport more competitive ON should be praised

[@RaisedMedia]

Yes, it’s strange how On seems to be hyper focused on high level running yet the majority of their revenue comes from fashionable attire. They are certainly doing a good job of developing athletes and improving the tech, much like the Nike team in Oregon. Hopefully investors will allow that to continue but it’s tough as it’s extremely expensive and unprofitable compared to their products that are more fashionable that have huge margins. Hopefully On can carve out two sides of their business like Nike, one dedicated to high end running and the other for regular folks that just like the designs and feel of the shoes.

[@TodaySatan]

Since people love trends and the next best thing, I wouldn’t be surprised if The Pet Rock 2.0 came next..

[@andrewnguyen2656]

They're definitely overpriced for how long they last. I have four pairs and three of them are already wearing out after less than 2 months of casual use.

[@RaisedMedia]

That’s a shame, but unfortunately not surprising. The design of their shoes doesn’t really seem to have longevity as part of its core focus.

[@noname4u2see]

gen z is mostly not wearing nike anymore. gen A is calling all jordans and most nikes as dad shoes, or worse "old man" shoes

[@tony6633]

I find their soles terrible for me, when running, my foot always ends up rotating, which could cause me injuries.

[@tentimetex]

At the end of the day, its the same low to mid-level quality as you get with all the other mass market brands.

[@danielroberts5757]

Didn't kswiss do a similar thing years ago?

[@RaisedMedia]

Yes! K-Swiss has done a similar pivot although at a smaller scale. On worked with more successful names like Roger Federer to get their brand popular amongst non-runners while also dedicating a lot of their focus to other niches like ultra comfortable shoes to compete with Hoka. K-Swiss doesn’t seem to be holding much traction in any other niche footwear category beyond their tennis offerings. At best, they are riding the wave of other shoe styles becoming popular and producing something similar. Not really a great strategy to take meaningful market share away from the big players.

[@spaz-egotthatlongmoney3112]

Reebok did as well.

[@mbengaful]

Me loved some Blade max express and Kwicky. So sad they shut down the running division.

[@geographyman00]

I son the cloud flyer and it is the most wondreful i ever owned

[@markdesmarais8720]

I bought the $229 running pants. For $99..they are pretty good but no desire to try their shoes. Don't understand what a bunch of holes in the midsole will do. Hoka is TOO FIRM for me. These 2 brands are" trendy". I stick to Asics, Saucony, Brooks etc.

[@austinenns9502]

In general, Hoka shoes are way softer than those other brands. But it depends on which model you try.

[@maxican5286]

it looks like the Reebok zig

[@Barnaby_bo]

Where are they made? I buy New Balance shoes made in the UK and USA. 4:55

[@Sabundy]

In Vietnam....where the vast majority of sports brand's shoes are made.

[@scottivlow9962]

I love how a couple top brands in running shoes weren't listed. Adidas is the 2 second leading company behind Nike but don't mention it in this video. Also Skechers and Hoka weren't mentioned either. However Skechers aren't worn buy the long distance runners. There is only one reason why they are in retailers. It fills the gap from Nike leaving retails stores for DTC sales.

[@Sabundy]

Except it also depends on where you are talking about. Nike and Adidas are not number one and two everywhere. For example, in Europe and Oceania Asics is the number one running brand. But for sure ...not mentioning Adidas is a bit odd

[@scottivlow9962]

@@Sabundy There is another thing your only referencing running shoes. With Adidas and Nike they go by their total international market cap with every different sport. Yes Adidas has had major sale drops in China over that big boycott a few years ago. Nike has a US boycott still going on but it's a major size one. Both of these companies go beyond just running shoes. Nike is the number one Sports brand world wide and Adidas is still the number 2 Sports brand world wide. They are both involved in so many sports beyond just running, Also you have collaborations and huge marketing with Athletes and celebrities that the smaller brands don't have. Adidas is still dealing with the Yeezy inventory. Nike is still number 1 with being a $151+ billion company and Adidas is number 2 with being a $140+ billion company.Regardless of each market sales.

[@Sabundy]

@@scottivlow9962 Sure. But the video is specifically talking about running shoe brands. That is why it mentions the brands that it does. And isn't talking about all the other sports. And ON is also a running brand.

[@jchong416]

K swiss and mizuno has this tech I the 2000s

[@NCSab2024]

No they are useless for running but good for just day to day walking in

[@rogersliu1200]

The on soles are nothing new. Reebork released zigzag long time ago in 2012 ish. and I owned a pair of those and i would say it is hyped up idea

[@EarlSquirrelsonn]

Even for casual use, the On soles are far too cheap and hard. They genuinely feel like a €15 Dunnes Stores runner. ZoomX from Nike is miles ahead for all day comfort and softness.

[@MayorSom]

Nothing beats Asics.

[@remie744]

still loving the channel

[@RaisedMedia]

Still loving you for the support!

[@aSkibidiRunner]

On race shoes are pretty good especially the cloudspike cities but those shoes don’t even have holes. Their trainers are garbage

[@letdeexploit6969]

I hope the man on the right is just fine 3:53

[@bloodspartan300]

Imagine thing 10 billion is a startup

[@mecquet]

Do HOKA or Deckers next…

[@notorioustori]

HOKA gets a mention at 3:20 -ish.

[@chwhjjc8820]

For what should I pay about 200$ 😂😂😂 when I can choose from Nike, asics, adidas for about 60-100$

[@RaisedMedia]

Yeah that’s really the question, are they worth paying almost double the price of comparable shoes? Hard to say. Try some out and see for yourself maybe!

[@stinkyfatty]

ill pay 200 for shoes sometimes because im really into shoes and the culture of those type of shoes. it gives me a sense of community to know that other people understand how i feel about them and can equally appreicate them. i also buy 60 dollar shoes sometimes because sometimes theyre just as good. i wouldnt buy a 200 dollar screwdriver because im not that into screwdrivers, same with watches and anything else because i just dont care as much about those. i cant relate to the people into those things because im not, but i do really like jordans and new balance and other shoes that can be more expensive, even if they might not be super high quality all the time

[@cdl93]

Some models are like 130, imo they're worth it, they're my recovery shoes

[@veganpotterthevegan]

​@stinkyfatty that "shoe culture" is ridiculous. Its just a community of suckers collecting a consumable good. Imagine collecting toilet paper or car tires?

[@richboii6597]

Idk what quality running shoes you’re buying for $60-$100. Any real running shoe for anyone that takes running semi seriously is $140-$300 regardless of brand. It’s just how much they cost. ON is right in line with all the other brands.

[@pormaTV99]

Cloud 5 are the best

[@AEVMU]

So, BS marketing that ended up working. They got lucky with the sole and went with it.

[@Editingworld249]

Good ❤

[@jaizo]

Nike alll dayyyy

[@GeeEm1313]

Reebok Pumps aren't a gimmick. Please don't spread misinformation.

[@RaisedMedia]

Lol if you think that’s not a gimmick I’ve got a whole bunch of other junk in my garage I’d love to sell to you!

[@Chrissumm96]

Can't beat Nikes imo, at all price levels.

[@davidstafford10]

I bought a pair of these brand and within 3 weeks the soul came loose. Not worth it all.

[@NO-TRUCKS-GIVEN]

Nike will always be best

[@bobotmeister]

on (the company) means well... to bad most of their shoes are really firm in spite of how they look.

[@tonyg3091]

Not for me. Them holes are killing me

[@MindShiftChronicle]

On is worn by everyone in Switzerland... it's a national pride shoe!

[@wentan7]

The husky would like to disagree

[@PerryPerfectPerson]

OLD STYLE OF LIGHT SWITCH!!!OLD STYLE! How old are you and what was your parents income growing up???

[@andreibusnei3626]

pointless shoe and overpriced af, reebok zigtech did it first, and was also pointless

[@zumbesta]

never like the design ,,, it miss something ... corpo sneakers

[@alexsifuentes2465]

if u care about ur foot health, get minimalist shoes, not this gimmicky stuff

[@andresguerin7162]

Just an expensive fad. People buy them just to show off they spent big bucks on a shoe

[@doublej5516]

Scam

[@adamgonzalez9013]

Hoka, yuck 🤮

[@royv8131]

What’s bad about hoka

[@bloodspartan300]

On is a b.s. company that has gotten lucky suburban moms spend their husbands money on On garbage

[@Michael-mi2bw]

these shoes are a joke and On has btw the worst customer service ever

[@a.leehilliard4716]

Garbage shoes

[@davazz9586]

my only pair fell apart quickly