How On Is Sprinting Ahead In Performance Footwear And Retail Expansion [Forbes]
Under Armour, Inc. Class C (UA)
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Source: Forbes
Over the last few years, leaders like Nike and Adidas have lost market share to growing brands like On, Hoka, and New Balance. All the brands are growing as a whole but also physically by opening direct-to-consumer stores. In the fiercely competitive arena of performance footwear, Swiss brand On has not only entered the race but has swiftly moved to the front of the pack. With a history of innovation and a commitment to sustainability, On has had a remarkable journey from a simple prototype to a major player in the global market. Founded in 2009 by Olivier Bernhard, a former Ironman champion, On started with a serendipitous discovery on a Floridian beach, leading to a new cushioning for running shoes. "The first On shoe was actually a cut-up garden hose glued to the bottom of one of his trainers… we've come a very long way from that prototype," recounts Britt Olsen, Chief Commercial Officer at On. This makeshift prototype sparked the creation of a shoe that combined performance wit
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