On M Cloudtilt

Urban style rooted in 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, contrary to the norm. 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. These were 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 is a silhouette "reverse imported" 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 more substantial, with a pronounced low-profile sole and clean lines – visually referencing its origin in collaboration with LOEWE, but presented in a more civilian and wearable manner for everyday life.

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 striking 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.