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During its year defined by rapid expansion and a renewed focus on brand-building, On is proving that it has staying power and is a competitive player in the global premium sportswear market.
The brand, which originally made a mark with its innovative running shoes, has spent this year making a strategic push into new categories, collaborating with high-profile fashion brands and targeting a younger, style-conscious demographic. It also launched a spray-on running shoe, opened a Paris store timed to the Olympics and launched a campaign with ambassador Zendaya at the height of the “Challengers” press tour.
Mark Mauer, co-CEO of On, is confident that the year’s strategies set the foundation for sustained brand growth. “What we’ve been able to accomplish in 2024 is nothing short of transformative,” Mauer told Glossy. “We’ve always been rooted in performance and innovation, but now we’re expanding that narrative. It’s about merging performance with lifestyle in a way that connects with today’s consumers.”
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English (US) ·