ON

On is a Swiss running brand, founded in 2010 by three friends who wanted to change how running feels. Its start point is CloudTec cushioning, the first patented system that activates only when you land. Runners often describe it as running on clouds. END. also points to Speedboard, which turns force into forward motion, and Helion superfoam for responsive miles.

Roger Federer joined the team, which led to The Roger tennis-style shoes. Beyond shoes, On makes running jackets, shorts, tops and socks. This year's Cloudsurfer 3 aims for a softer everyday run, while the Cloudmonster 3 is the max-cushion option. It's also opening more shops, with weekly run clubs in several cities.