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On Cloudtilt
Urban style built on Swiss precision - On Cloudtilt
On Cloudtilt is one of the most distinctive lifestyle sneakers from the Swiss brand On – a model that was born in a paradoxical way. While most running brands first develop a performance model and then simplify it for leisure, Cloudtilt emerged from a fashion collaboration and only later became part of On's regular offering.
History: from Zurich to collaboration with LOEWE
On was founded in 2010 by three Swiss – Olivier Bernhard, David Allemann, and Caspar Coppetti. Bernhard, a former triathlete and six-time Ironman champion, attached pieces of garden hose to the soles of running shoes, discovering the principle that later became the iconic CloudTec technology. The brand quickly grew from a running niche to a global player with a strong lifestyle presence.
The Cloudtilt model debuted in October 2023 as an original product of the collaboration between On and the fashion house LOEWE (creative director Jonathan Anderson), which started back in 2022. It was the first sneakers outside the running segment to feature the latest CloudTec Phase technology. After the great success of the limited LOEWE version, On decided to introduce Cloudtilt as a standard model – it became available to the general public in February 2024. This silhouette is thus a "reverse-imported" piece from the fashion industry into the regular collection, which is quite an unusual story in the sneaker market.
Design and technology
Cloudtilt features a midsole made of Helion™ superfoam combined with CloudTec Phase technology, ensuring a smooth, soft transition with all-day comfort. The silhouette is bulkier, with a pronounced low-profile sole and clean lines – visually referencing its origins in collaboration with LOEWE, but presented more civilly and wearably for everyday life in its inline version.
Who the model is for
Cloudtilt is for you if you're looking for comfortable footwear for all-day wear in the city – not for sports, but for walks, travel, or everyday days. With its bold yet elegant design, it appeals to anyone who follows current trends at the intersection of streetwear and contemporary fashion and appreciates when a "chunky" silhouette has a real technological story behind it, not just aesthetics.
Materials
They look a little like sneakers from the future. And maybe they are. He revolutionized running shoes, which Forbesnoticed and called the biggest innovation in this segment. We're talking about the unique patented CloudTec® sole technology , which perfectly cushions the footfall and adapts to your running style.
The brand is the brainchild of former professional athlete Olivier Bernhard, who wanted to create the perfect shoe for maximum performance and unparalleled comfort. He joined forces with Swiss engineers and the result is a completely unique shoe that is loved not only by runners, but also by world-class athletes and lovers of innovative design. In 2019, top tennis player and Olympic champion Roger Federer became co-owner of the brand and helped develop a premium line of sports and lifestyle footwear for On.
On also focuses on sustainability. It makes extensive use of recycled materials, minimizes waste and delivers functional innovations with a planet- and resource-friendly approach. Of course, without any compromise on the legendary Swiss quality and precision.
The On running shoes will support your athletic performance to the maximum. Every step in them will be light, natural and addictive. Whether you're running around town, in the mountains, or just looking for a comfortable sneaker with an unconventional design for everyday wear
