Future in 3 minutes: On is brimming with innovation
What do cobwebs, a compass, and a Muslim women's group from London have in common? At first glance, not much - until you arrive at On. The Swiss sports brand is rethinking running: technologically, socially, and humanly. With three groundbreaking initiatives - LightSpray™, Right to Run, and the Athlete Compass - On shows that innovation is more than just product development. It's about how we produce, who gets access - and how we support athletes far beyond the track.
Words: Lukas Motschmann
Photos: Florian Kurrasch
Three minutes. That's how long it takes you to read this article - or, if you ask On: to make a running shoe. More precisely: to spray it. Welcome to the future of running. With three pillars of innovation - LightSpray™, Right to Run, and the Athlete Compass - the Swiss company is showing that performance is more than just technology. It's about access. It's about people. And sometimes, even very playful ideas.
“Inspiration came from a Halloween decoration - a video of a hot glue gun creating cobwebs.”
- Johannes Voelchert
It all began at the On Innovation Lab in Zurich. Johannes Voelchert, the "inventor" of the LightSpray, describes its development as follows: "The inspiration came from a Halloween decoration - a video of a hot glue gun creating cobwebs." Four years later, the curious lab experiment has evolved into high-tech production. A robotic arm wraps a continuous TPU thread in a spiral around the shoe mold - the upper is finished: seamless, ultralight, and as snug as a sock. No waste. No seams. Using only a single material, which significantly simplifies reuse.
“9 out of 10 runners can deliver their maximum performance in it”
- Johannes Voelchert
The first shoe with this technology is called the Cloudboom Strike LS. Weighing just 170g, it's On's new super shoe. The combination of a smooth upper, 4mm drop, and carbon speedboard ensures maximum energy return during a run. Hellen Obiri wore a development version last year and secured her second consecutive Boston Marathon victory in the prototype. Johannes Voelchert says that the Cloudboom Strike LS is designed for almost every foot type: "9 out of 10 runners can deliver their maximum performance in them." Like all other On shoes, the shoes are designed to last at least 650km, promising very long durability in the "super shoe" segment.
“Run to Right stands for passion, inclusion and empowerment - no matter who, no matter where, no matter what pace.”
- Tadesse Abraham
In parallel, On is continuing its social program Run to Right - an initiative based on the maxim: "Because everybody should have the right to run." The campaign promotes running communities through free events, training sessions, and interactions with professional athletes. Tadesse Abraham, Swiss marathon record holder, serves as brand ambassador. He says: "Run to Right stands for passion, inclusion, and empowerment - no matter who, no matter where, no matter what pace."
“Running helped me settle into Switzerland. This feeling of freedom - everyone should be able to experience it.”
- Tadesse Abraham
In collaboration with initiatives like Sportegration in Zurich or the ASRA Club in London – a community for Muslim women - new spaces for participation are being created. Tadesse, herself a refugee, knows how much more running can be:
"Running helped me settle into Switzerland. This feeling of freedom - everyone should be able to experience it."
Sahra-Isha Muhammad-Jones, founder of the ASRA Club, adds:
"We create spaces where we are visible. Safe. And welcome."
On supports these projects not only with materials, but also with structures, training, workshops, and visibility. "Right to Run" is not an advertising slogan - it's a movement that breaks down barriers where walls once stood.
The third pillar is the Athlete Compass, formerly "360 Athlete Support." With it, On redefines the support it provides to its professional athletes - far beyond traditional equipment.
The goal is to strengthen athletes in all areas of life - physically, mentally and personally.
How the Athlete Compass works
The program is based on six pillars:
• Physical and mental preparation
• Health & Regeneration
• Financial planning
• Personal branding and media literacy
• Personal and professional future planning
• On Family Community (On Family Experience), with workshops, coaching, networking and events
As project manager, Nicola Spirig, five-time Olympian and Olympic triathlon champion, brings her many years of racing experience to the table.
“When I was still training myself, I knew that every little detail counts if you want to win big races."
- Nicola Spirig
Conclusion: One brand, three paths, many directions
With LightSpray™ , Right to Run and the Athlete Compass, On brings innovative innovations to the world of running.
Oh, and by the way: While you were reading this article, a new shoe was sprayed in Zurich. Maybe for a professional athlete, maybe for the Asra club - or maybe even for you.
