On Dec. 4, On will be honored as Brand of the Year at the 38th annual FN Achievement Awards. Below is an article from the magazine’s Dec. 2 print issue, where retailers weigh in on what’s driving the Swiss company’s dominance.
Record sales have become business as usual for On.
The third quarter of 2024 brought another 32 percent spike in net sales for the brand, fueled by buzzy retail openings, collaborations and partnerships. And with the holiday season still to come, its highlight reel is likely to reach a capacity to draw envy.
This year, On capitalized on the Summer Olympics by opening its second store in Paris in a year. That’s in addition to a third in New York City, as well as its first in Milan, Chicago and Austin. On also signed Zendaya and FKA Twigs as frontwomen for its collections and strengthened its collaborative output through new releases with Loewe and Post Archive Faction.
And in the hotly contested battleground of “super shoes,” On emerged with an innovative Lightspray technology for the Cloudboom Strike LS that’s manufactured so quickly consumers could see it happen with their own eyes at an activation leading up to the New York City Marathon.
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To get a sense of how On has built such unyielding momentum, some of its partners in the industry chimed in.
Tacey Powers
EVP & GMM, shoes, Nordstrom
Growth drivers: “On has always been a leader of innovation in performance footwear, and their dedication to quality and design really resonates with our customers. They can span the end use for both the serious athlete and the casual lifestyle customer. On was the first brand we launched with for our ‘Make Room for Shoes’ campaign, with the exclusive Cloudspark style, designed by women for women. As we commit to ensuring our customers look and feel their best, the partnership with On is an important story to bring to the forefront of our campaign.”
Future outlook: “We see them continue to be a leader in the market through their technology and design innovation, and we’re excited to introduce more to our customers through our partnership. We’re proud of the customer experiences we’ve created together to launch exclusive products and look forward to our partnership continuing to grow.”
Harry Chandler
Co-owner, Charlotte Running Co.
Partnership prowess: “For Charlotte Running Company, On has done very well at a local level in regard to engagement and presence. Lately, we’ve felt their commitment to specialty run at the small business/brick-and-mortar level. On has grown its local investing in specialty run through sporting community engagement in grassroots running events like our inaugural Hot Laps.”
Growth drivers: “On a daily basis, we have customers walking in and saying, ‘Do you carry those On shoes?’ ‘My friend, who’s a nurse, told me to come try these On shoes.’ Their innovative design and comfort, all these years later, still gives them the benefit of being a novelty brand — even in their growth. Word of mouth is still the most powerful sales tactic, and they’ve figured out how to leverage that and work its momentum.”
Gavin Hui
Buyer, Bodega
Partnership prowess: “We’ve been working with [On] since 2020. Great people, and they have tried a lot of stuff within those four years of working with us to enter the cooler-guy market. We’ve done [special makeup] exclusives to cater to our market. They actively care about our market. Recently, with the collaboration with Post Archive Faction, we saw a big increase of customers and awareness toward the On brand, versus in the past, when more of our customers’ parents would come in and be the main shopper. Now that’s going younger.”
Future outlook: “We’ll see a lot more with their collaborators, with their influencers. Zendaya is probably going to have a project down the pipeline. They’re actively recruiting us and other cool brands to join the On family and create great product for our consumer base.”
Mike Packer
Owner, Packer Shoes
Partnership prowess: “From the OG Cloudmonster to the outdoor capsule we began with, the growth and consistency of product flow and marketing has been a credit to all involved. Our collaborative project, which focused on the outdoor space, was spot on, and it translated to a great experience both in our activation locally with the Dominguez Corp. and Dyckman Ryn Club, and our pop-up at Beams in Japan late last year. On saw our vision and was a great partner to bring it to life.”
Growth drivers: “On’s growth in the market has been a steady one for a number of years. We have had a curated approach as to what we have brought in, but it has grown from SKU count and categories over time. Bottom line, the product is compelling for the market, but it also sits in the sphere of the business and consumer that we concentrate on.”
Dan Fitzgerald
Co-owner, Heartbreak Hill Running Co.
Growth drivers: “They have carved a powerful niche as a true — and, I might say, first — luxury performance brand. They keep themselves aspirational, forward-reaching and -looking. If other companies are selling Camrys and Accords, the European luxury brand is doing something else, and that seems to resonate [the way] they’re hoping. They are the only brand that is unabashedly luxury and high performance with their level of distribution. It’s interesting to watch. I see them in a new category almost.”
For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.
