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It's On! The Swiss performance brand takes running to the clouds On was born in the Swiss Alps with one goal: to revolutionize the sensation of running. It's all based on one radical idea. Soft landings followed by explosive take-offs. Or, as we call it, running on clouds. From small beginnings in Zürich, Switzerland, On set out in 2010 with a big ambition: to change the world of running. In the ten years since, On has been embraced into the hearts, and onto the feet, of more than seven million runners in over 50 countries. And there's no sign of slowing down.