If On Shoes Are for Everyone, Are They Still Ons?
On, a Swiss running-shoe company, faces a critical juncture as it balances staying true to its roots as a brand for serious athletes while maintaining its breakneck growth by appealing to the mainstream. The company has annual sales of $3.8 billion and has added celebrities like Zendaya and Roger Federer to its roster of spokespeople.
On, a Swiss running-shoe company founded in 2010, has achieved $3.8 billion in annual sales and sells gear from head to toe. Its shoes are popular among athletes and non-athletes alike, with Hellen Obiri winning the New York City Marathon in On shoes. The company must now balance its growth with its roots as a brand for serious athletes. Other companies, like Nike and Adidas, have struggled with this dilemma, losing sight of their niche followings in pursuit of growth. On's leadership is aware of the challenge and is making changes, including having two founders become co-CEOs in May. Analysts praise On for growing quickly without losing control, and see it as a bright spot in the retail industry.
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