On delivers industry-disrupting innovation
From small beginnings in Zürich, Switzerland, On set out in 2010 with a big ambition: to change the world of running. In the twelve years since, On has been embraced into the hearts, and onto the feet, of more than twelve million runners in over 60 countries. And there’s no sign of slowing down. On’s Co-CEO Marc Maurer speaks to Fibre2Fashion about the company and its product innovations.
How has On evolved since its inception? What has changed and what remains?
On started with three founders in 2010 and has grown to a global company with 1,600 employees and eight offices. The company was born in the Swiss Alps with one goal: to revolutionise the sensation of running by empowering all to run on clouds. Twelve years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel, and accessories for high-performance running, outdoor, and all-day activities. Fuelled by customer recommendation, On’s award-winning CloudTec innovation, purposeful design, and ground-breaking strides in sportswear’s circular economy have attracted a fast-growing global fan base — inspiring humans to explore, discover and dream on.
Which are your major markets for On?
When you start your business from a small home country like Switzerland, it’s very natural to immediately work with other markets as well. On is today present in more than 60 countries globally. The biggest market is North America where nearly 50 per cent of our business is happening. In Europe, we are happy to see a continuous consumer demand in Switzerland, Austria and Germany and very positive growth rates in the UK. In APAC, we are building the brand in China and can see how the brand is gaining awareness. In Japan, we have opened our first flagship store in March this year and are happy to see how well it resonates with the Japanese customer.
Which are your best-selling products for footwear and apparel online and in-store?
The growth comes from both established and new product franchises that have become fan favourites, including the Cloudmonster, Cloudrunner, Cloudvista. We can also see continuous interest in The Roger Franchise sneakers. A couple of months ago we also launched new apparel products, including the Active Bra and Performance Bra, which have received great feedback from customers. An all-time classic in our apparel range is the super lightweight weather jacket, as well as the hybrid shorts for men.
What new technologies and innovations are you working towards?
At On, we believe that innovation and sustainability go hand in hand. We have set ambitious goals for the next decade and have a team dedicated to lower our footprint. We have just launched the Cloudneo, the very first product from our circular Cyclon programme where customers do not own the product but rent it via a monthly subscription service. Roughly 10,000 runners have received their first pair of Cloudneo over the past months. When the shoe reaches its end-of-life cycle, the customer returns them to us. We then proceed to shred it and create new items out of it.
In September, On revealed the first ever shoe made from carbon emissions, called Cloudprime. The shoe is made from CleanCloud EVA foam that uses carbon emissions as a raw material. On is the first company in the footwear industry to explore using carbon emissions as a primary raw material for a shoe’s midsole.
By 2024 we are aiming for 100 per cent of the polyester and polyamide we use to be recycled, and 100 per cent of the cotton we use is organic, recycled or petrol-free.
We envision a future where every On product is fossil-free and is engineered for circularity.
What does the latest collection of On comprise for running shoes and apparel?
A couple of months ago we launched new apparel products, including the Active Bra and Performance Bra, which have received great feedback from customers. Earlier this year we launched the Cloudmonster, featuring our biggest CloudTec ever for massive cushioning and max energy.
What are your plans for the Indian market?
On’s mission is to inspire humans to explore, discover and dream on. We continuously explore possibilities to expand our global presence.
What has been your growth story for the last two years?
As one of the fastest growing scaled athletic sports companies in the world, we are in a growth phase in almost all of our international markets, and we believe we have opportunities for continued market share gains. We have grown in high double digit numbers year-over-year.
What are the future plans at On? Do you plan to launch new product categories or explore new markets?
At On, we believe in driving progress through innovation. If we want a better future, we have to be willing to build it.
We have continuously revised our unique CloudTec technology over the past twelve years and have adapted it from running to outdoor and being active every day. At the same time, our apparel range is growing to inspire people to be active and move. One of our main concerns remains sustainability and we will continue to invest in creating circular products and consciously choose the right materials to lower our footprint. On is moving away from using fossil feedstock and exploring alternative materials for producing high-performance sports products. When it comes to sustainability, the mission is ongoing. There is no easy final target. It’s about hitting our original goals, then aiming higher.
