On’s New Superfoam Took Months of ‘Intense, Geeky Chemistry,’ President Scott Maguire Says
The foam will debut in the new Cloudsurfer 3, set to launch on Oct. 1.
As On executives focus on innovation to drive the business forward, the Swiss running company is bringing to market its latest advancement in foams.
Called Surreal superfoam, FN got a first look at the new development during a visit to On’s Zurich headquarters in June. In one of the company’s off-the-record labs, On executives showed how the foam was made — a process that drew on years of material science and biomechanical research.
The foam molds, which start out as baby blocks with tiny holes, are placed in high-pressure nitrogen filled chambers to cook for many hours. When the pressure is released, the mold then snaps up like a kernel of popcorn to the final size of a midsole, with the tiny holes expanding to the brand’s signature CloudTec pattern.
“The big breakthrough that we’re excited by, and we hope everybody else cares, is when you have CloudTec and the combination with superfoams, you get a whole different sensation,” Scott Maguire, president and chief operating officer at On, told FN in an interview ahead of Tuesday’s reveal. “The foam is 20 percent softer, and integrating CloudTec Phase geometry into Surreal superfoam deepens compression by 15.5 percent, absorbing significantly more impact than the superfoam compound on its own. The explosion that you get underfoot is significantly greater than before.”
The exec said that the computer-optimized orientation of CloudTec Phase works in tandem with the foam to deliver a 9.9 percent reduction in peak braking force, creating a smoother ride sensation than un-engineered superfoam. It’s also a lighter, softer and more responsive foam than Helion — On’s previous every day running foam.
Maguire added that the foam was “months and months of intense, geeky chemistry and engineering” but that the company is “super pleased” with the result.
The new Surreal superfoam is getting its debut in the Cloudsurfer 3 — the third generation of the brand’s cushioned every day running shoe. The shoe features a new engineered warp knit mesh upper for breathability and a secure fit that adapts to the foot.
“The breakthrough was not simply that we created a new superfoam — it is that we can engineer structure into it to unlock even more from the material,” Maguire added. “Bringing our foam development, structural engineering and biomechanical capabilities together at On Labs allowed us to do exactly that. The Cloudsurfer 3 is the first expression of this breakthrough, and we’re excited to keep exploring Surreal’s potential across our running footwear portfolio.”
The Cloudsurfer 3, which retails for $160, will pre-launch exclusively through specialist running retailers on Oct. 1. A full global launch across all channels, including On.com and On retail stores, will follow in early 2027.
