On Co-Founder: ‘We’re No Longer Just a Running Brand’

Running may be On Holding’s claim to fame in the footwear market. But executives of the Swiss athletic brand are making sure to diversify its product range and marketing efforts outside of the singular sport. “I think it’s important to not just be a one-trick pony,” On co-founder and executive co-chairman Caspar Coppetti said in a Tuesday call with analysts. “We’re no longer just a running brand. We also have significant business, for example, in training, in tennis, and of course, on the lifestyle side.” While On is rooted in performance — and is largely focused on running products — the brand has delved into other categories as well. Tennis, as a category, is growing faster than running at On, even though it is a much smaller category by comparison. On has also gained favor among non-athletes as well who have opted to buy the brand for its “cool” factor. When it comes to innovation, On’s goal is to focus on product development within strong franchises that live within each sports vertical, Coppetti said. For example, after a successful launch of the Cloudsurfer Next road running shoe in Q3, On is now gearing up to launch the Cloudsurfer 2 in Q1 of 2025.

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