Kasia Davies
Research expert covering global shopping behavior market
On Holding AG - statistics & facts
On has skyrocketed to success over the past four years. Even though the company was founded in 2010, in 2024, its net sales amounted to around 2.32 billion CHF (which is roughly 2.8 billion U.S. dollars). This was an increase of over 445 percent since 2020.
On has been on a positive trajectory over the past few years and their smart marketing strategy suggests that they are likely to continue their growth. However, outside factors, such as the proposed tariffs by the United States could have a negative impact on their business.
Success and strategy
Although the company produces sports apparel and accessories the shoes are by far the most popular among consumers. This is likely thanks to the branding and engineering behind the shoes which is based on something called CloudTec®. This is a technology pioneered by On which not only creates a cushioned experience whilst running, like running on a cloud, but also reacts to the movements of each runner ensuring that the shoe is still supportive no matter the running style. The success of this is reflected in the company’s profit which saw an increase of around 111 percent from 2022 to 2023. This can be attributed not just to the technology behind the shoes but also to their advertising. There are some very high-profile brand partnerships not just between On and celebrities such as Zendaya but also athletes. Roger Federer has been a supporter of the brand since 2019 and even has his own line of On sneakers. Other notable partnerships include Iga Świątek, Kristian Blummenfelt, and Hellen Obiri. Creating partnerships with celebrities as well as athletes has given the company both visibility and credibility.Competitors
The athletic footwear market is a very lucrative one and in 2024 it brought in over 30 billion U.S. dollars in revenue. There are many established companies in the athleisure market Nike, adidas, and Puma to name a few. Nike and adidas in particular have dominated the market for many years with revenues of 51 billion U.S. dollars and 24 billion U.S. dollars respectively. Having such a legacy in the industry is something that is difficult to build without success and time. Both Nike and adidas have very strong brand awareness at over 90 percent.On has been on a positive trajectory over the past few years and their smart marketing strategy suggests that they are likely to continue their growth. However, outside factors, such as the proposed tariffs by the United States could have a negative impact on their business.
