On doesn't want to be the next Nike—and it's working
On Running has hit 2025 at full speed, reporting Q1 earnings on Tuesday that saw the company grow sales by 43% year-over-year.
It's a reflection of the overall growth trajectory the Zurich-based athletic lifestyle brand has been on since it launched in 2010. With a healthy direct-to-consumer business, growing retail footprint (with 53 stores around the world), and cutting edge product innovation, On has built its brand around its product quality and sleek, simple design.
But cofounder and executive cochairman Caspar Coppetti says that despite the healthy numbers, the brand still has plenty of room to grow, and it's using its own unique combination of culture and athletics to do it.
'Our global brand awareness last year was only 20%, while Nike is at 95%,' says Coppetti. 'We're not trying to be the next Brand X or Brand Y. We're writing our own script, and that script is: We want to be the most premium brand in sports, really elevating the whole brand experience.'
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