Sneaker Brand On Makes Olympic Debut as Emerging Contender

Swiss shoemaker On Holding AG is making headlines at the Paris 2024 Olympics, positioning itself as a formidable rival to established giants like Nike and Adidas. With a remarkable increase in representation, 66 athletes across 18 disciplines, including track and field, triathlon, marathon, and tennis, will showcase On’s innovative footwear. This marks the brand’s first significant foray into the Olympic arena, where it aims to make its mark.

Co-founder Caspar Coppetti remarked on the exclusivity of Olympic victories, noting that very few brands earn medals. Yet, he expressed confidence that On’s athletes, including tennis star Iga Swiatek and marathoner Hellen Obiri, will secure at least four medals, a significant improvement from the brand’s single silver at the 2016 Rio Games.

Initially, On gained popularity in Europe and the U.S. as a go-to running shoe manufacturer, leveraging unique design elements like its patented “CloudTec” technology. Its latest innovation, LightSpray, involves a groundbreaking method of creating shoe uppers by spraying 1.5 kilometers of textile.

While the brand’s apparel currently constitutes only 4% of its overall business, ambitions to expand this figure to 10% reflect an understanding of evolving consumer tastes, particularly among younger audiences. High-profile partnerships, such as those with Zendaya and FKA Twigs, underscore On’s strategy to reach trend-conscious customers beyond the realm of serious athletes.

With aggressive geographic expansion plans, focusing on underrepresented markets like France, Asia, and Latin America, On holds a promising outlook in the competitive sportswear industry. The company recently opened its largest store on the iconic Champs Élysées, further solidifying its commitment to growth as a serious contender in athletic apparel and footwear.