On Cloud

Why I Chose On Cloud

I chose to focus on On Cloud because the brand has been showing up everywhere lately not just in running circles, but in fashion TikToks, airport outfits, and casual lifestyle posts. I first heard about On from a friend who’s a serious runner, but I’ve recently noticed that tons of non-runners are wearing them too. That crossover from performance to lifestyle made me curious to dig deeper and see how On is using social media to grow its presence. 

Background on On Cloud

On, or On Running, is a Swiss athletic footwear and apparel company founded in 2010. Its core innovation is its patented CloudTec® cushioning, which promises a unique feeling of “running on clouds.” Initially geared toward performance runners and athletes, the brand has now carved out a new space in the athleisure and lifestyle market, appealing to everyday wearers, frequent travelers, and even fashion influencers. 

Their value proposition is built on three pillars: comfort, performance, and minimalist design. Whether you're training for a marathon or just walking through the airport, On aims to deliver a premium experience. 

Company website: https://www.on-running.com 

What People Are Saying on Social Media

I reviewed conversations across Instagram, TikTok, Twitter/X, and Reddit. Here are three trending topics customers are talking about:

"Airport Core" and Athleisure Appeal “I’ve never seen more On Cloud shoes in one place than at the airport gate. It’s the new travel uniform.”

“Don’t run, but I wear my Cloud 5s every day. They go with literally everything.” 

More and more people are wearing On Cloud shoes as lifestyle sneakers, not just running gear. Social media is full of outfit ideas and "travel fit" inspiration featuring On Cloud shoes, often paired with leggings, joggers, or techwear. This trend shows how On is winning in the lifestyle space, thanks to sleek design and influencer appeal. 

Rave Reviews About Comfort and Support 

“I walked 9 miles around NYC in my On Clouds and my feet weren’t sore at all.” 

“As a nurse, I’m on my feet 12 hours a shift and these are worth every penny.” 

Users consistently praise the comfort and support of On Cloud shoes. This is a key area where word-of-mouth marketing really shines real users sharing personal experiences from travel, work, and daily life helps validate the brand’s core value proposition.

Price vs. Value Debate

“They look cool but $160? That’s a stretch for shoes I’m not even sure I can run in.” 

“They’re great but no better than Hokas or Brooks IMO, just trendier.” 

While most comments are positive, there’s also a fair amount of skepticism. Some people question the high price tag and whether the shoes are more about hype than performance. This is a marketing challenge for On: how to maintain their premium brand image while also justifying the price to a broader audience.

What Is On Cloud Promoting on Social Media?

On Cloud is promoting more than just shoes it’s promoting a lifestyle. Their social media highlights:

New shoe releases (Cloudmonster, Cloud X, Cloud 5)

Style and fashion inspiration

Real athlete stories

Community challenges and fitness content

Travel and everyday life use cases 

Social Media Presence & Performance

Instagram: 1M+ followers

TikTok: Rapid growth among Gen Z and fitness creators

Content strategy: Lifestyle + performance mix

Post frequency: 4–5 times per week

Engagement: High engagement on reels, UGC (user-generated content), and product drops

Their use of clean design, relatable storytelling, and influencer marketing makes their posts visually appealing and authentic. They're doing an excellent job of blending aspirational content with real-world use. 

Marketing Concepts in Action

Here’s how On Cloud is successfully applying marketing principles:

Storytelling: User stories about long walks, travel days, or marathon training make the product emotionally relatable.

Influencer Marketing: Featuring runners, travelers, and lifestyle creators builds credibility.

Product Differentiation: Their unique CloudTec® sole and design stand out in the crowded footwear market.

Community Engagement: They repost fan photos and UGC, building a sense of brand loyalty and participation. 

Marketing Challenge: They must continue to balance their performance credibility with their fashion forward lifestyle image not an easy task in a space where functionality and trendiness don’t always overlap. 

How Is the Brand Responding to Customers? 

On Cloud is fairly responsive on Instagram and TikTok they like and comment on posts, feature customer stories, and host Q&As. However, some customers note confusion around: 

Sizing inconsistencies

Which model fits their use case best (Cloud 5 vs. Cloudmonster, etc.) 

There’s an opportunity here to create educational content that addresses these concerns directly. 

If I Were the Brand Manager 

Here’s how I would strengthen On’s social media strategy:

Create a video series or quiz helping customers pick the right On model for their needs

Partner with more non-athlete influencers (nurses, teachers, frequent flyers)

Offer a first-time buyer reward or referral incentive

Use more carousel posts or Reels breaking down the tech in simple terms

I would also explore a campaign that lets customers share “Where My Clouds Took Me” travel and daily life stories showing off the shoes in different parts of the world. 

What I Learned

This assignment taught me how important social listening is in real-time marketing. Brands that grow fast like On aren’t just pushing products. They’re listening, responding, and shaping narratives based on how their community is actually using and talking about their product. It’s not just about selling shoes it’s about selling a feeling, and On is doing just that.