Swiss Running Brand Struggles to Meet Cloudmonster Demand
On Holding’s latest innovation is creating a manufacturing headache that any brand would envy. The LightSpray Cloudmonster Hyper, featuring the company’s automated spray-on upper technology, continues to outpace production capabilities months after its initial release.
Casper Coppetti, co-CEO of the Swiss performance footwear company, recently addressed the supply challenges while introducing On’s newest material breakthrough: Surreal Superfoam. The dual announcements highlight how technical innovation drives consumer appetite in the premium running shoe market.
LightSpray Technology Creates Production Bottleneck
The Cloudmonster Hyper represents On’s most advanced manufacturing process to date. LightSpray technology eliminates traditional upper construction by robotically applying a polymer coating directly onto the shoe’s structure, creating a seamless, lightweight shell that weighs significantly less than conventional materials.
Consumer response has exceeded internal projections. Coppetti acknowledged that demand consistently surpasses the company’s ability to scale the complex automated production process, which requires specialized equipment and precise environmental controls.
Surreal Superfoam Enters Performance Foam Race
On’s newest material innovation targets the midsole segment, where brands compete intensely on cushioning technology. Surreal Superfoam promises enhanced energy return and durability compared to the company’s existing CloudTec system, which uses hollow pods to absorb impact.
The timing of the Superfoam announcement coincides with increased competition from established players like Nike’s ZoomX and Adidas’ Lightstrike Pro. Performance foam has become the primary battleground for premium running shoe differentiation, with brands investing heavily in proprietary compounds.
Coppetti positioned the new foam as complementary rather than replacement technology. Surreal Superfoam will integrate with On’s signature CloudTec pods in select models, maintaining the brand’s distinctive aesthetic while improving performance metrics.
The material underwent extensive testing with elite athletes before commercial introduction. On’s sponsored runners provided feedback during development phases, influencing the foam’s final density and responsiveness characteristics.
Market Position Strengthens Despite Supply Issues
On Holding’s revenue growth continues despite production constraints on flagship models. The company’s premium positioning allows higher margins compared to mass-market competitors, making limited availability less problematic than for volume-driven brands.
Supply shortages have created secondary market premium for certain On models. Retail partners report consistent sellouts of LightSpray variants, with some consumers willing to pay above retail pricing through resale channels.
Production Scaling Challenges Ahead
Expanding LightSpray manufacturing requires significant capital investment in specialized robotics and facility modifications. On must balance growth ambitions against the technical complexity of scaling automated production processes across multiple global locations.
The company faces decisions about geographic expansion of LightSpray capabilities. Current production concentrates in specific facilities equipped with the necessary automation, limiting distribution flexibility compared to traditional manufacturing methods.
Coppetti’s acknowledgment of ongoing demand-supply imbalance suggests On will prioritize production expansion over new product launches in certain categories. The success of limited-availability models like the Cloudmonster Hyper demonstrates how scarcity can enhance brand desirability, but sustained growth requires meeting consumer demand consistently.
