On athletic shoes: Olivier Bernhard and Caspar Coppetti
6Digest
This episode of How I Built This chronicles the journey of On Running, a Swiss athletic footwear company that has achieved global success. The episode begins with the founders, Olivier Bernard, Casper Cappetti, and David Allemann, sharing their story of transitioning from professional athletes to entrepreneurs. They discuss the challenges and triumphs of building a successful brand in a competitive market, highlighting the development of their unique shoe technology, CloudTec, and the importance of securing funding and manufacturing. The episode then delves into On Running's expansion into the US market, emphasizing the challenges of establishing a brand in a landscape dominated by giants like Nike and Adidas. The founders discuss their unique marketing approach and the pivotal partnership with tennis legend Roger Federer, which transformed the company into a global sportswear brand. The episode concludes with a discussion on On Running's commitment to environmental sustainability, highlighting their goal of creating a carbon-neutral shoe through product innovation. The founders emphasize the importance of taking risks and being vulnerable in the pursuit of success, drawing a parallel to athletes who train relentlessly to reach the Olympics.
Outlines
On Running: From Garden Hoses to Global Success
This episode of How I Built This tells the story of On Running, a Swiss athletic footwear company that started with a simple idea and a few strips of garden hose. The founders, Olivier Bernard, Casper Cappetti, and David Allemann, share their journey from professional athletes to entrepreneurs, highlighting the challenges and triumphs of building a successful brand in a competitive market.
The On Running Story: From Prototype to Global Brand
The episode delves into the early days of On Running, focusing on the development of the unique shoe technology and the challenges of securing funding and manufacturing. The founders discuss their initial struggles, including a factory bankruptcy and the decision to go all-in on their vision.
On Running's US Expansion and Roger Federer Partnership
The episode explores On Running's expansion into the US market, highlighting the challenges of establishing a brand in a competitive landscape dominated by giants like Nike and Adidas. The founders discuss their unique approach to marketing and the pivotal partnership with tennis legend Roger Federer, which transformed the company into a global sportswear brand.
On Running's Environmental Responsibility and Innovation
Casper Capetti and Olivier Bernhard, co-founders of On Running, discuss their commitment to environmental sustainability. They emphasize their goal of creating a carbon-neutral shoe through product innovation, not relying on carbon offsets. They highlight the challenges and motivations behind this ambitious goal.
Luck, Hard Work, and Risk in Entrepreneurship
The conversation shifts to the role of luck in On Running's success. Capetti argues that luck doesn't come without hard work and preparation. He draws a parallel to athletes who train relentlessly to reach the Olympics, emphasizing the importance of taking risks and being vulnerable in the pursuit of success.
Keywords
On Running
A Swiss sports footwear and apparel company known for its innovative running shoes. The company is known for its focus on sustainability and its unique CloudTec technology, which provides cushioning and responsiveness.
CloudTec
CloudTec is On Running's proprietary shoe technology that utilizes a unique system of independent \"clouds\" to provide a soft landing and a springy takeoff. This technology is designed to reduce impact and enhance running performance.
Roger Federer
Roger Federer is a Swiss professional tennis player widely considered one of the greatest of all time. His partnership with On Running has significantly boosted the brand's visibility and helped it transition from a niche running shoe company to a global sportswear brand.
Carbon Neutral
A state where an individual, organization, or activity does not release more greenhouse gases into the atmosphere than it removes. This is achieved by reducing emissions and/or offsetting them through activities like planting trees.
Product Innovation
The process of creating new or improved products to meet customer needs and market demands. It involves research, development, design, and testing to create products that are functional, desirable, and competitive.
Q&A
What inspired the founders of On Running to create their unique shoe technology?
Olivier Bernard, a former professional triathlete, was looking for a way to reduce the impact on his Achilles tendon. He tested a prototype shoe with garden hoses attached to the soles, which provided a softer landing and a springy takeoff. This experience led to the development of On Running's CloudTec technology.
How did On Running overcome the challenges of manufacturing its innovative shoes at an affordable price?
The founders faced skepticism from Chinese manufacturers who initially claimed that their design was impossible to mass-produce at a reasonable cost. However, they persisted and found a factory willing to take on the challenge, eventually overcoming the manufacturing hurdles and bringing their shoes to market.
What was the impact of On Running's partnership with Roger Federer?
The partnership with Roger Federer significantly boosted On Running's visibility and helped it transition from a niche running shoe company to a global sportswear brand. Federer's endorsement and involvement in product development have contributed to the brand's success and expanded its reach beyond the running community.
How does On Running approach environmental sustainability in its shoe production?
On Running is committed to creating a carbon-neutral shoe through product innovation, rather than relying on carbon offsets. They believe in taking responsibility for their environmental impact and are actively working to reduce their carbon footprint.
What role does luck play in the success of On Running?
Casper Capetti believes that luck doesn't come without hard work and preparation. He compares it to an athlete's journey to the Olympics, where success requires both talent and dedication. He emphasizes the importance of taking risks and being vulnerable in the pursuit of success.
Show Notes
Swiss triathlete and Ironman champion Olivier Bernhard was warned not to challenge the goliaths in the sneaker industry. But, inspired by the cloud-like sensation of a prototype running shoe made with strips of garden hose, Olivier set out to make a new sneaker for elite runners. He initially tried to pitch the design to “big guys” like Nike and Puma, but they weren’t interested. He soon partnered with two fellow Swiss with backgrounds in branding, and gradually, their highly technical shoe found its way to the feet of top runners, and eventually caught the eye of one of the best athletes in the world: Roger Federer. When he became an investor, On transcended running to become a full-fledged sneaker company that in 2023, netted $2 billion in sales.
This episode was researched and produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our audio engineers were Robert Rodriguez and James Willetts.
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