On is a Swiss athletic footwear company that was founded in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti. Olivier Bernhard is a former Swiss professional triathlete who had previously won the Ironman World Championships.
The company's mission is to revolutionize the running experience through innovative shoe technology that provides a comfortable, lightweight, and responsive feel. On's founders were inspired to create a new type of running shoe that would help reduce impact forces and improve overall performance.

On's values are centered around innovation, performance, and sustainability. The company is dedicated to creating products that push the boundaries of athletic footwear and provide runners with a better experience. On's shoes feature unique CloudTec cushioning technology that provides a comfortable ride and superior shock absorption.

The brand's identity is closely tied to its innovative shoe technology, which sets it apart from competitors. On's shoes have won numerous awards for their design and performance, including the prestigious ISPO Award and the Red Dot Design Award. On's products are popular with runners of all levels, from casual joggers to professional athletes.

On has also made a commitment to sustainability, with a focus on reducing its environmental impact. The company has introduced sustainable materials in its products, such as recycled polyester and bio-based castor beans. On also partners with various environmental organizations to promote sustainability and support global conservation efforts.

Overall, On's mission and values have shaped its identity as a brand that prioritizes innovation, performance, and sustainability in its products. Its unique CloudTec technology has gained recognition in the running community, and its commitment to sustainability has earned it a loyal following among environmentally conscious consumers.