Image Source: Sarah Butler
Key Takeaways:
- On, a Swiss sports brand, is taking on the sports industry with a mix of technology and innovative designs
- The company has partnered with Roger Federer to create shoes suitable for tennis and has collaborated with luxury brands and celebrities
- On’s sales have doubled year-on-year in China and have seen strong growth in the US and mainland Europe
- The company is expanding its retail presence, with plans to open up to 25 new stores per year
- On is committed to sustainability, with a goal to create more sustainable and recyclable products
Introduction to On
On, a Swiss sports brand, is making waves in the sports industry with its innovative designs and technological advancements. As co-founder David Allemann says, "We’re an innovation brand at heart, because we are really going for the long run." The company’s inspirations are disruptors such as Apple and Dyson, which combine unique design with innovation in terms of user-experience or technology. On’s story began in 2010 when Allemann, a former McKinsey consultant, ditched his job to start the company with two friends, Caspar Coppetti and Olivier Bernhard, a Swiss Ironman world champion and triathlete.
The Birth of On
The idea for On was born out of Bernhard’s need for a shoe that would protect his body from the impact of long-distance running while also promoting speed. The original prototype, developed by Bernhard, started out with sections of hose-pipe glued to the bottom of an old pair of trainers. The three friends tried out early versions together and put about £600,000 of their life savings into launching the company. They ordered 1,200 pairs of shoes, which they sold at running meets before convincing some specialist retailers to place orders. As Allemann recalls, "We said: hey, he’s crazy, but we like that because Olivier was crazy as well."
Innovation and Technology
On’s innovative design took off, and the company developed the LightSpray flying fibre technology after a team member met a young student, Johannes Voelchert, at a design fair in 2019. The company decided to fund him for a year to develop his vision, which was inspired by a glue gun used to make Halloween spider-web decorations. Voelchert is now part of a team of hundreds of research and technology experts, from more than 90 countries and numerous industry backgrounds, helping to develop new ideas for On in Zurich. As Allemann says, "We call that the explorer spirit." The company’s goal is to foster innovation and creativity, allowing the whole business to take risks on ideas without necessarily knowing the final outcome.
Expansion and Growth
On is expanding rapidly, with sales doubling year-on-year in China and strong growth in the US and mainland Europe. The company has partnered with Roger Federer to create shoes suitable for tennis and has collaborated with luxury brands and celebrities such as LOEWE, Zendaya, and FKA twigs. On’s shoes start from about £120, excluding seasonal promotions, up to £495, competing with Nike and Adidas in the premium market. Despite high-end purchases coming under pressure from cost of living increases, sales for the brand are on track to increase by just over a third to hit nearly 3bn Swiss Francs (£2.8bn) this year.
Sustainability and Retail Expansion
On is committed to sustainability, with a goal to create more sustainable and recyclable products. The company’s LightSpray shoes have a 75% lower CO2 footprint than an ordinary sports shoe. On is also expanding its retail presence, with plans to open up to 25 new stores per year. The latest London opening will make the UK capital its biggest retail centre, with plans for as many as seven in future. As Allemann says, "We feel there’s still a lot of potential in retail, if done right. City centres are still a very important place for society, and shopping and sports are an important ingredient to that." The company’s stores are designed to be community hubs, where running clubs start and people can come together to share their passion for sport.
Conclusion
On’s story is one of innovation, technology, and sustainability. The company’s commitment to creating high-quality, sustainable products has resonated with consumers, and its retail expansion plans are set to bring the brand to a wider audience. As Allemann says, "Running and sports, that’s such an important part of your life that we see consumers are willing to invest in great performance, innovation and better feel, but also in great design and what that tells us about them." With its unique approach to design, technology, and sustainability, On is set to continue making waves in the sports industry.
https://www.theguardian.com/business/2026/jan/11/game-on-the-swiss-sports-brand-using-hi-tech-and-chutzpah-to-challenge-nike-and-adidas