Dead set on revolutionizing the running world, On was started in 2010 by three friends and an expert engineer in Zurich, Switzerland. When On was started, the trio knew they wanted to make something completely different from what was already on the market. The idea was a new kind of running shoe that had the perfect running sensation. It was a towering task, but On answered the call. After countless hours of work and many prototypes, On won the ISPO Brandnew Award in February 2010 — a critical milestone for sport innovation. Shortly after, in July 2010, On shoes began to be sold by retailers. Now, more than seven million runners in over 50 countries enthusiastically wear On shoes, and the brand is just getting started.