Swiss performance brand On unveils its Fall/Winter 2025 Training campaign, a tribute to discipline, resilience, and the quiet grind that fuels elite performance. Guided by the mantra “from small wins to big victories”, the campaign shifts the focus from podium moments to the unseen hours of training, embodying the mindset of consistency and incremental progress that defines long-term success.
Fronting the campaign are four world-class athletes who embody this ethos. Tennis prodigy Ben Shelton, Grand Slam champion Iga ?wi?tek, hurdler Ditaji Kambundji, and freeski innovator Andri Ragettli appear in raw, authentic environments, captured in motion as they channel power, focus, and control. Each brings a different discipline to the narrative, yet together they demonstrate a shared truth: greatness is built not in the spotlight but in the everyday dedication behind it.
At the centre of the story is the Cloudpulse Pro, On’s most stable and responsive training shoe to date. Designed specifically for strength-based training, it supports explosive lifts, quick transitions, and lateral stability with advanced forefoot propulsion and reinforced control. The evolution of the original Cloudpulse, this next-generation model introduces elevated engineering and an improved lockdown fit, positioning On at the forefront of competitive training footwear.
The campaign visuals mirror the product’s performance-driven philosophy. Shot in authentic gyms, tracks, and courts, every frame captures not glamour but grit—the sweat, the repetition, and the mental resilience that elevate performance from ordinary to extraordinary. It is a lens into the lives of athletes whose careers are defined not only by their victories but by the daily rituals that power them.
Alongside footwear, On introduces its Fall/Winter 2025 Training apparel collection, which launched on July 3. Key pieces include an updated Train Bra with improved fit and performance, the Train Long-T Crop Graphic, and the Train-T Graphic, each designed to withstand high-output sessions while blending functional innovation with minimalistic design.
This campaign also marks On’s deepening commitment to the training community, expanding beyond running and outdoor performance into the highly competitive world of strength-focused training. The Cloudpulse Pro serves not just as equipment, but as a statement of intent: to empower athletes at every level with tools engineered for progress, resilience, and long-term success.
Available globally from August 14 on on.com and in On stores worldwide, the Cloudpulse Pro signals a new era for the brand—one where Swiss precision, athlete-driven innovation, and the relentless pursuit of progress converge to redefine performance training.
