Rapid Response: On's 16-year overnight success: Zendaya, Federer, and outrunning competition

On is redefining its market position by prioritizing innovation over traditional luxury scarcity. Co-founder and co-CEO David Allemann emphasizes that the brand targets the "movement class," a societal shift where sports and physical activity have become central to personal vitality and longevity. By leveraging radical engineering—such as the "Light Spray" robotic manufacturing process—and maintaining organic, equity-based partnerships with high-profile figures like Roger Federer and Zendaya, On differentiates itself from legacy competitors. The company’s retail strategy focuses on creating immersive brand environments that support its "toe-to-head" product expansion, rather than relying solely on sales volume. This approach aims to secure On’s future as the most premium global sports brand, driven by continuous innovation and a commitment to reducing environmental impact through advanced manufacturing techniques.