CloudTec began life with Bernhard experimenting with a garden hose, exploring how that shape could offer a brand new type of cushioning. In short, the series of “clouds” that run underneath all On silhouettes offer cushioning as the foot lands on the floor, before locking together to create a solid foundation for pushing off on the next step."The benefit of it is basically that playing with the structure of it helps you to tune the cushioning for softer landings. As the clouds are compressed in the forefoot it creates a firm and stable platform to push off," explained Edouard Coyon, On’s head of footwear product management in an interview with HYPEBEAST.