Founded in 2010 in Switzerland, On has grown from a niche startup into a global competitor, challenging industry giants like Nike, Adidas, and ASICS. With a unique product design, a compelling brand story, and a strategic approach to growth, On has successfully carved out its place in the crowded sportswear industry.
In this blog, we’ll explore the key factors behind On Running’s meteoric rise and draw insights on how you can build your own successful sportswear brand.
The On Running Story: Innovation Meets Performance
1. A Unique Product Concept
On Running was co-founded by former professional athlete Olivier Bernhard and his partners, David Allemann and Caspar Coppetti. Bernhard, a three-time world duathlon champion, was on a quest to create a running shoe that felt like running on clouds. The result was On’s patented CloudTec® technology, which provided a cushioned landing and an explosive take off, distinguishing it from competitors.
Unlike traditional running shoes that focused solely on stability and support, On’s design prioritised a unique running sensation, which immediately caught the attention of both amateur and professional athletes.
This unique cushioning technology was partnered with sublime quality and manufacturing techniques to produce a clean looking shoe that could take on the likes of Nike and often excelled in this field. The attention to detail and finish was literally second to none.
I remember seeing their first shoe at Ispo and thought, these guys are serious.
2. Word-of-Mouth and Early Adoption by Athletes
Instead of heavy reliance on traditional advertising, On strategically distributed their shoes to professional runners and influencers in the running community. Their technology and innovation did the talking, generating organic buzz. By leveraging athlete endorsements and testimonials, On established credibility and desirability in a highly competitive market.
Because their shoe looked so unique, others were engaged and asked what they were like, and the rest is history. The founders understood that product was king and if you get this right create something unique and superior, the community will do their marketing.
3. Expansion Through Direct-to-Consumer and Retail Partnerships
On initially focused on selling directly to customers online, reducing reliance on traditional retail channels. However, strategic partnerships with select running specialty stores helped create exclusivity and desirability around the brand. This balance between direct-to-consumer (DTC) sales and retail partnerships contributed to its rapid growth.
4. Branding That Stands Out
On Running adopted a very clean, minimalist aesthetic, aligning itself with Swiss precision and innovation. Their marketing was sleek, premium, and focused on performance—appealing to both serious runners and lifestyle consumers. The brand’s focus on sustainability also resonated with modern consumers who prioritise eco-conscious products.
They leveraged the fact the brand was born in Switzerland, renowned for innovation and quality and this instantly elevated the brand and product status compared to other brands on the market.
5. Celebrity and Investor Endorsements
In 2019, legendary tennis player Roger Federer joined On as both an investor and a brand ambassador. His association with the brand elevated its global recognition and gave On a strong foothold in the lifestyle market beyond just performance running. Federer even co-designed the The Roger, On’s first tennis-inspired sneaker, further expanding the brand’s audience.
6. Going Public and Achieving Global Growth
On Running went public in 2021 with an IPO on the New York Stock Exchange, raising over $746 million. The move demonstrated the brand’s confidence in its growth potential and solidified its status as a legitimate competitor to industry sportswear giants.
How to Build Your Own Successful Brand: Lessons from On Running
Inspired by On Running’s success? Here are key takeaways to help you build your own thriving sportswear brand.
1. Find Your Unique Value Proposition
One of On’s biggest strengths was differentiation. They didn’t just create another running shoe—they reinvented the running experience. If you’re building a brand, ask yourself:
- What makes your product or service different?
- How does it improve customers’ lives in a way competitors don’t?
- Can you patent or protect your innovation?
- Why would customers buy your product over a trusted, established sportswear brand?
- Can you clarify your USP in 10 words or less?
2. Start with a Strong Story
People don’t just buy products; they buy stories and experiences. On Running’s story—born out of an athlete’s desire for a better running experience—resonated deeply with its audience. Your brand should:
- Have a clear mission and vision.
- Be authentic and relatable.
- Connect emotionally with your target audience.
3. Leverage Word-of-Mouth and Community Building
On Running’s early success came largely through word-of-mouth marketing. They got their shoes on the feet of real athletes who shared their experiences organically. Consider:
- Partnering with micro-influencers and community leaders.
- Encouraging user-generated content and testimonials.
- Hosting local events or experiences to build brand advocacy.
Gymshark built their brand in a similar way. They leveraged their community to do their marketing.
4. Balance Direct-to-Consumer and Retail Channels
On Running benefited from having a DTC-first approach while strategically selecting retail partners. If you’re starting a brand, consider:
- Selling online to maximise margins and control your brand story.
- Partnering with niche retailers to build exclusivity. Use their community to spread the word rather than look at margin.
- Expanding gradually based on demand and brand positioning.
5. Invest in Premium Branding and Design
From packaging to website design, On Running created a premium brand experience that aligned with Swiss precision and performance. To elevate your brand:
- Ensure your branding is clean, modern, and visually appealing.
- Prioritise high-quality product photography and marketing materials.
- Align your branding with your brand values and market position.
At Blue Associates Sportswear, we understand the importance of brand and what works and what doesn’t. See our services to understand more
6. Partner with Influential Ambassadors
Roger Federer’s endorsement wasn’t just about celebrity marketing; it was a strategic partnership that gave On credibility and mainstream appeal. When looking for brand ambassadors:
- Choose people who genuinely align with your brand’s values.
- Focus on credibility and trust over just reach.
- Consider co-creating products or experiences with them.
7. Adapt and Scale Strategically
On Running didn’t rush into mass production; they scaled strategically based on demand. To build a sustainable brand:
- Start with a small, loyal customer base and grow from there.
- Use customer feedback to refine your product before expanding.
- Make sure your supply chain and operations can handle growth before scaling too fast.
8. Stay Innovative and Future-Focused
On Running continues to evolve its product line and expand into new categories, ensuring long-term relevance. To keep your brand ahead:
- Continuously improve your product or service.
- Invest in research and development.
- Listen to customer feedback and adapt accordingly.
Final Thoughts
On Running’s journey from a Swiss startup to a publicly traded global brand offers valuable lessons for anyone looking to build a successful brand. By focusing on innovation, branding, community building, strategic partnerships, and sustainable growth, On Running has set itself apart in a competitive industry.
If you’re looking to create your own Sportswear brand, remember that success doesn’t happen overnight. It requires a strong vision, patience, and continuous adaptation. By learning from On’s playbook and applying these principles, you too can build a brand that stands out and thrives in today’s fast-moving market.
Are you ready to take the first step toward building your brand? If so, please get in touch.
