On Holding AG, Swiss shoemaker has more than tripled the number of athletes wearing its sneakers at the Paris 2024 Olympics, which happens to be firm’s major Games where they have become a major competitor to Nike and Adidas.
Founded in 2010, On is a rare newcomer to the field and a total of 66 athletes are using the sporting gear of On across various sporting events like track and field, triathlon, marathon and tennis a distinction which established brands like Nike and Adidas used to enjoy earlier.
On came to the limelight in US and Europe earlier as a reliable and a popular sport shoe with the masses who enjoyed walking. Â The company is currently promoting its LightSpray technology, which involves spraying 1.5 kilometers of textile to make the upper portion of a shoe.
Echoing the positive sentiments was Co-founder Caspar Coppetti who enthused On’s athletes will win at least four medals — a step up from the sole silver medal won at the Rio 2016 Games, where the brand was represented by about a dozen athletes.
It may be recalled that On had about 20 athletes at the pandemic hit Tokyo Olympics. Paris is On’s first real experience as a major brand at one of the world’s biggest athletics events. On is attempting to broaden its customer base to appeal to younger and fashion-oriented consumers who aren’t necessarily from the world of performance sports.
Last month, On had announced a partnership with actress and singer Zendaya, and in May it hired singer-songwriter FKA Twigs to help its push into training and gym-wear gear. According to Coppetti, On may add prominent names in regions such as China.
Still a small name when it comes to apparel and makes about 4 % of its business wants to grow it to 10 % Â said Coppetti.
The brand which also makes accessories including bags — is focused on running, tennis, outdoor and training segments, and isn’t planning an immediate foray into other sports, though it does make cold-weather jackets and other products that are worn by skiers and other winter sport athletes.
With major international expansion planned the brand which is currently busy adding to its footprint in US and parts of Western Europe, will soon be eager to expand in France, Asia, the Middle East and Latin America.
