In the sports shoe market, On was a newcomer competing with established brands like Nike, Adidas, and Hoka 15 years ago. However, their unique shoes, recognizable by the base that resembles a layer of hollow pebbles, gained popularity among sports enthusiasts.
Today, the Swiss company has reached a sales record of over $700 million during the third quarter of 2024. The company continues to revolutionize the manufacturing of athletic shoes.
Traditionally, shoes are crafted with intricate stitchwork and manual labor. However, earlier this year, On introduced a shoe made in three minutes by spraying fabric material onto a foot mold with the help of a robotic arm. This shoe design also doesn’t feature laces.
David Allemann, On’s co-founder, attributes the company’s success to its commitment to radical innovation. He describes On as an innovation brand that pushes boundaries and challenges the status quo.
On’s latest shoe design, created using spray technology, offers high performance while being lightweight and simplifying the manufacturing process. These shoes are now available at select On stores for just over $300, but in limited quantities.
Allemann acknowledges the challenges of scaling up the new spray technology due to limited availability of robotic arms. On’s future innovations will be influenced by how runners respond to and utilize these new shoes.
Choosing On
Allemann emphasizes that On’s global success has been fueled by organic growth and little external intervention. The company’s strong international presence, with two-thirds of its business coming from the U.S., reflects its global mindset from the beginning.
On secured tennis star Roger Federer’s endorsement in 2019 after noticing him wearing On gear. The partnership flourished when Federer invested in the company, acquiring a 3% stake.
On supported Kenyan athlete Hellen Obiri by providing her with the latest innovative shoes for training runs, which she then used in races. The company’s collaboration with new brand ambassador Zendaya also happened organically, as she became a fan of On sneakers while filming.
Allemann credits On’s success to being a discovery-focused brand with a strong word-of-mouth movement rather than heavy marketing. The brand has also engaged in collaborations, including a partnership with luxury fashion brand Loewe, owned by LVMH.
