# On athletic shoes: Olivier Bernhard and Caspar Coppetti

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-07-22
- Length: 1h 15m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti

## Summary

Olivier Bernhard and Caspar Coppetti, co-founders of On, explain how a prototype running shoe made with garden hose strips inspired a new sneaker design that challenged industry giants like Nike and Adidas. After being rejected by major brands, the founders partnered with David Alaman, quit their high-paying jobs, and launched On in 2010, eventually securing an investment from tennis legend Roger Federer. The company scaled from a garage startup to a $2 billion enterprise, navigating manufacturing crises and rebranding to become a global lifestyle brand.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=0) Introduction: Olivier Bernhard and Caspar Coppetti of On
- [3:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=237) Olivier Bernhard's athletic career and doping controversy
- [8:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=502) Caspar Coppetti's background and meeting Olivier
- [21:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=1280) The garden hose prototype and rejection by big brands
- [29:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=1749) Founding On and the bankruptcy crisis with Chinese manufacturing
- [43:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=2585) Design philosophy, branding, and the 'On' name
- [56:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=3418) Entering the US market and the Roger Federer partnership
- [1:10:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-07-22-on-athletic-shoes-olivier-bernhard-and-caspar-coppetti#t=4227) IPO, scaling to enterprise, and future sustainability goals

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, large enterprises

## Mentioned

- On (product)
- Nike (company)
- Adidas (company)
- Puma (company)
- Roger Federer (other)
- George Brunsweiler (other)
- David Alaman (other)
- Ispo (other)
- Young and Rubicam (company)
- McKenzie (company)
- Vitra (company)
- Eames (product)
- Arc'teryx (product)
- iPhone (product)

## Related episodes from other shows

- [026: Developing Shoes with Removable Heels, Tanya Heath of Tanya Heath Paris](https://hardwarepodcasts.com/podcast/product-startup/2016-11-08-026-developing-shoes-with-removable-heels-tanya-heath-of-tanya-heath-paris) (Product Startup)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [018: Re-inventing the walker with Jennifer Harris of Motivo](https://hardwarepodcasts.com/podcast/product-startup/2016-09-13-018-re-inventing-the-walker-with-jennifer-harris-of-motivo) (Product Startup)
- [Hippy Feet is the coolest company you haven't heard about until now! Michael Mader, CEO](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-11-05-hippy-feet-is-the-coolest-company-you-havent-heard-about-until-now-michael-mader) (People of Packaging)
- [Against All Odds: Overcoming Huge Setbacks to Sell 5 Million Worldwide](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-15-against-all-odds-overcoming-huge-setbacks-to-sell-5-million-worldwide) (It's Only a Prototype)

## Citing this page

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