Seth Godin | A New Manifesto for Teams

Creative entrepreneurship drives the rapid global expansion of the Swiss sports brand ON, which prioritizes radical product innovation over traditional marketing. By shifting from conventional material science to engineering-led design, the company successfully disrupted a saturated footwear market. Central to this success is an "explorer spirit" that balances high-growth execution with a core startup culture, maintained even as the organization scales to thousands of employees. Strategic partnerships, such as the collaboration with Roger Federer, emphasize shared values and co-entrepreneurship rather than simple endorsements. Furthermore, the company leverages digital-native strategies to build grassroots communities and experiments with circular business models like the Cyclone subscription service to address sustainability. This approach fosters a movement-based brand identity, aiming to ignite the human spirit through physical activity while continuously challenging industry norms.