On Tone of Voice — Innovative & Swiss
Tagline: "Run on Clouds"
Industry: Footwear
Sector: Sports & Fitness
How On Communicates
On ties running shoes to a distinctive cushioned feel. "Run on Clouds" frames its Swiss-engineered footwear around the soft, springy sensation of its signature cloud soles — innovative, Swiss, performance-driven. The voice is swiss-running and precise, selling a fresh, technical take on the running shoe built around one clear, ownable idea: the feeling of running on clouds.
Tone Words
On's brand voice is defined by the following tone words: Innovative, Swiss, Performance.
Communication Style
- Language Style: Swiss-running
- Sentence Type: Command
- Tense: Present
- Expression: Imaginative
On Brand Story
On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.
Brand Message
Swiss engineering for running
Brand Mission
Igniting the human spirit through movement
Brand Positioning
Core Concept: Cloud cushioning technology
Central Tension: Cushioning vs. Speed
Frequently Asked Questions About On
What is On's tone of voice?
On uses a innovative, swiss, performance tone of voice. Their communication is swiss-running, typically using command-style sentences in the present tense. Their tagline "Run on Clouds" exemplifies this voice.
How does On communicate with customers?
On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.
What is On's brand message?
On's core message: Swiss engineering for running Their mission: Igniting the human spirit through movement
What is On's slogan?
On's slogan is "Run on Clouds". It carries their innovative, swiss, performance voice.
What is On's mission?
On's mission: Igniting the human spirit through movement
What makes On's brand voice unique?
On stands out through their innovative, swiss, performance communication style. Their central brand tension, "Cushioning vs. Speed", shapes how they communicate across the Sports & Fitness sector.
What language style does On use?
On uses swiss-running language, with imaginative messaging, in command-style sentences, using the present tense.
More Sports & Fitness brand voices
- HOKA tone of voice
- Brooks Running tone of voice
- Salomon tone of voice
- Vital Proteins tone of voice
- Suunto tone of voice
- COROS tone of voice
- New Balance tone of voice
- Saucony tone of voice
- Columbia Sportswear tone of voice
- Arc'teryx tone of voice
- Osprey tone of voice
- Callaway Golf tone of voice
- Titleist tone of voice
- TaylorMade tone of voice
- Wilson Sporting Goods tone of voice
- Speedo tone of voice
- Oakley tone of voice
- Black Diamond tone of voice
- Marmot tone of voice
- Mountain Hardwear tone of voice
- Merrell tone of voice
- HOKA ONE ONE tone of voice
- Fjallraven tone of voice
- Salomon tone of voice