Imagine in a gym where you go for workout, your trainers are giving an embarrassing squeaky sound. This complained by customers against the Swiss sports brand On, for their using of CloudTec technology emits a loud and annoying noise.

It is known the CloudTec outsole which is a cushion system made with little hollow pockets, which give the brand’s shoes their distinctive honeycomb appearance. It becomes the trendy trainers for celebrities, finance brokers, and runners. These trainers don’t come cheap at all as the Cloudrunner 2 can cost as high as $160, but the limited edition Cloudsole collaboration with Loewe is priced at $560.

This problem isn’t only restricted to On, but also other brands like Adidas and Nike for certain models. And it is not only trainers, but also dress shoes and boots, suits and jewelry, and particularly leather and pleather coats or trousers which all have the same effect.

I recalled that many years ago we produced a bra which squeaked, and we called it jokily as “talking bra.”

To our knowledge the On trainers making the squeaky noises appeared on the online platforms—Reddit and TikTok. It also resulted being sued by consumers, but it is difficult to make the case except to create some controversy.   

But on the other hand, I read that consumers don’t mind as On sneaker keeps on increasing its price. It is already expecting full-year sales to reach almost $3.7 billion, up 34% from 2024. They already said that they have no plans to offer discounts this holiday season.

Also in the November New York Marathon, the female winner, Hellen Obiri, who also broke the long-standing course record with a time of 2:19:51 was wearing On.

The Swiss sneaker brand is facing 20% duty didn’t negotiate with its factory partners to split the extra duties and hasn’t ask retailers to absorb the extra cost. Instead, On raised prices in July by $10 and its popular Cloudtilt is $170 at retail.

Founded in 2010, the Swiss sneaker maker initially focused on developing new cushioning technologies for running shoes. The brand took off after an investment and partnership with Swiss tennis champion Roger Federer. This was followed by an initial public offering in 2021.

The shoes’ distinctive midsoles made of hollowed out, springy pods or “clouds,” stood out on running-store shelves and brought in new customers. It is very visually different, and it has drawn the interest in customers who are looking for the foot comfort.

The company has started a new marketing campaign to reach younger customers, especially the young women who bring in a lot of purchasing power and loyalty. They launched a product line with actress Zendaya. They are hoping to build credibility and coolness among younger consumers through partnerships with retailers, such as the streetwear chain Kith which cater more to young men.  

Its chief executive Martin Hoffmann is full of ideas to make the brand bigger. Imagine its annual sales in 2019 was $286 million, today, it is $2.9 billion. This is ten-fold in five years. I am sure that he will make the squeaky sound vanish completely.