On Running: The Athletic Method

Modern aesthetics by integrating technology and movement in its cushioning and clothing.

Author

Crated Projects
June 12, 2024

On Running is a sporting goods company co-founded by Swiss triathlete Olivier Bernhard, David Allemann, and Caspar Coppetti. Oliver Bernhard developed the idea of its Cloudracer shoe designed from a proprietary cushioning technology.[1] Its billion-dollar status is from the following key factors: 

  • Cloudracer Prototype. Applying technology and design for better running. 

  • The Roger. Roger Federer’s brand ambassadorship appointment redefined its brand associated with luxury athleticism. 

  • On Athletics Club. Building a niche community of track athletes to create a product around their member preferences. 

  • Publicly traded. On’s listing on the stock exchange brings capital infusion to the sporting goods company to expand production and innovative research development. 

The takeaways:

  1. On Running is focused on athleticism as a lifestyle with shoes and sports apparel as core products for high performance in any condition.[2]

  2. Aesthetic principles of functionality that are reflective of modern culture in relation to sporting activities and community. Modern aesthetics by integrating technology and movement in its cushioning and clothing.   

  3. Community at its core with its athletic club allowing it to build a cult brand. 

  4. Running shoes and sportswear as tools for serious track athletes or runners to conquer difficult terrains. 

  5. The future of running shoes are circularly sustainable and the soles’ cushioning are designed for enhancing a runner’s performance and agility. 

 The use cases of the runner method in the context of the On athletic shoes and performance sportswear company are discussed in the key topics:     

  • The history of running athletics and its role in the evolution of the athletic shoes 

  • Hunting method vs. competitive running

  • Shoes as a tool for athletes 

  • Athletics as a community 

  • The future of running with athletic shoes

The Evolution of the Athletic Shoes

The term ‘athletic shoe’ vs. ‘sneakers’ differs in each of its functions as the athletic shoe is designed for the outsole or heel while the sneaker is focused on the aesthetic element of the upper area. Athletic sports dates back to “prehistoric” times coinciding with the hunter-gatherer lifestyle during the Paleolithic period.[2]  

The hunter-gatherer lifestyle is often credited towards the evolutionary development of human behavior in relation to athletic sports: 

  • Hunting as a way to navigate environments

  • Social and ritualistic activities that require physical movement (ceremonies or competitions) 

  • A higher level of physical fitness to survive 

  • Basic tool-making to obtain food 

The Paleolithic period is a period in human history wherein nomadic hunter-gatherers “began using stone tools” to hunt for prey and forage for food.[3] The search for food by hunters eventually evolved into athletic abilities and the development of athletic tools for humans to compete or survive.[4] The Paleolithic period made use of technology and tools for practical use to create fire for protection, rafts to navigate water used to colonize other land, domesticating dogs to assist in hunting.[5][6][7] How have the tools in the Paleolithic period evolve into tools we use for survival today? How are tools used by humans in history similar to what we use today? Tools such as athletic shoes? 

  • How we utilize athletic shoes for sports 

  • Soles designed for functional ability 

  • Leisure activities vs. outdoor activities

The lifestyle approach of On Running echoes the principles of athleticism similar to the Paleolithic period and tracing the historical evolution of athletic abilities in modern times: 

  • Mobility and agility to move around in different grounds and land 

  • To enhance performance in straining activities (e.g., mountain climbing or running) to prevent the likelihood of injury or fatigue   

  • Long distance travel 

Athletic shoes consist of features to enhance the ability to move swiftly in different conditions. Today, brands emphasized the functionality of design in athletic shoes suited for performance enhancement. In the case of On Running capturing a large proportion of the performance running shoe market features functional design for athletes or runners using materials to improve athleticism.[8] 

The Carrier Theory

Running is said to develop as a human activity from long-distance hunting of food from animals by our early ancestors. [9] The hunting method approach was to chase an animal prey until its energy is exhausted through “persistence hunting”[10]. The predatory nature of persistence hunting or  known as ‘endurance running’ practices led to the behavioral evolution of foraging for food.[11] The features of endurance running are: 

  • Changes in human physique which evolved from their hunting methods      

  • Human development by the increase of instinct and stamina 

  • The capacity for mental toughness and energy conservation 

On Running is known for its cloud technology to develop its shoes. Its cloud technology is focused on the runner’s performance which is the modern version of the hunting method of building tools. How can we run faster? How do we reach our hunting goals by using better tools? On’s cloudracer prototype uses materials that ensure the development of a runner’s ability to move by focusing the design of the sole for better landing of the feet. Runners are hunters searching and tracking their next goal and to get closer to it, they develop tools  to move quickly. Moreover, runners adapt to new environments and they shape their tools to ensure better survival. 

Athletics as a community 

The idea of community is often explicit in athletics. On Athletics Club’s main goal with its community membership is to provide benefits for its members to ultimately achieve its goals.[12] In every community, there is a collective end goal to strengthen each of its members with mutual protection for them to conquer challenges. It fosters social cohesion towards a shared objective or mission. Its core philosophy of “igniting the human spirit through movement.”[13]. Athletics brings together a collective with similar passions to ignite action. On Running encourages the community with movement and brings together humans for social bonding. The human spirit is experienced through our core emotions when accomplishing greatness together. On Running embraces the concept of community through athletics by:

  • The idea of collective movement drives a shared belief in a community which leads to action 

  • The model of free membership to On’s Athletics Club forms the perception that anyone can be an athlete 

  • The accessibility of its particular community accomplishing a shared goal allows encourages anyone to participate by fostering a sense of belonging

Notes.