On achieves $3.8 billion annual sales and triples workforce

13 articles · Updated · The New York Times · Apr 25

The Swiss running-shoe company On, founded in 2010, now sells gear globally and has expanded its celebrity spokespeople to include Zendaya, FKA twigs, and Burna Boy.
On's rapid growth has propelled its products into mainstream markets, raising questions about maintaining its identity as a performance brand while appealing to a broader audience.
Industry analysts warn that similar expansions have challenged brands like Nike and Allbirds, which struggled to balance innovation and mass-market appeal, highlighting risks for On as it navigates its next phase.

As On's shoes go mainstream, how can it avoid becoming a victim of its own success like Allbirds?

As its distinct shoes become ubiquitous, how will On protect its brand from the social media curse of 'genericide'?

Learning from Nike's stumbles, how will On balance its direct-to-consumer sales with vital wholesale partnerships?

With two CEO changes in a year, can On's founding trio steer the company through rising competition?

Is Roger Federer's $400 million stake enough to keep On focused on performance over fleeting fashion trends?