On
On is a public Swiss performance footwear and apparel brand.
Analyst Perspective
On Holding AG is a Swiss public consumer brand that designs, manufactures and sells performance footwear, apparel and accessories under the On brand. Its product range spans running, outdoor, training, all-day activities and tennis. The company operates through a global branded web presence and regional sites, and its economic role is that of an advertiser and brand owner selling physical goods to consumers. The company makes money by selling branded products through direct digital commerce and broader retail distribution. Its primary customers are consumers buying premium sportswear products, while its operating structure as a listed holding company supports international brand expansion, regional market execution and category growth across footwear and apparel.
Analyst Signal Briefing
Updated: 4 Aug 2026On is finalising its commercial leadership transition, with Rebecca Cai and Alice Delahunt assuming their respective roles as Chief Global Markets Officer and Chief Customer Officer in September. This restructure aims to sustain a projected 2026 net sales growth of at least 23 per cent. Recent creative recognition for the “Race for the Feeling” campaign and new productions featuring Roger Federer reinforce On’s focus on athlete-led, equity-based partnerships. These developments highlight a strategic emphasis on authentic brand storytelling and direct-to-consumer engagement over traditional transactional marketing models.
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Key insights about On
Category Differentiation
On Holding AG is a consumer sportswear company, not an adtech, martech or software platform. It sells physical footwear, apparel and accessories under the On brand.
On: About
On Holding AG creates value by designing and commercialising branded sportswear products, then distributing them through its owned digital storefronts and other retail channels. The model combines brand building, product development and international distribution, with revenue generated from sales of footwear, apparel and accessories rather than software, advertising technology or services.
How On Works & Monetises
Business model analysis and core revenue streams
The company monetises through one-time product sales of footwear, apparel and accessories under the On brand. Revenue is driven primarily by retail margin from direct-to-consumer e-commerce and supported by wholesale or other third-party retail distribution. There is no evidence here of subscription, licensing or advertising-led monetisation as core revenue streams.
Revenue Channels
Recent Signals (On)
Vote for Ad Age July 2026 Best Campaign
Ad Age published a reader vote for the Best Campaign of July 2026, asking subscribers to choose one winner from 25 finalist ads released between July 1 and July 31. Voting is open until 12 p.m. ET on Thursday, Aug. 6, with results revealed on Friday, Aug. 7. The article lists the 25 finalists with short descriptions and agency credits, featuring work from brands and companies including Apple, Back Market, Beefeater, Anthropic (Claude), Degree, Kayak, Skims, Starbucks, Xfinity and others. The piece highlights creative approaches across formats (video microseries, OOH, digital spots, branded content) and cites the agencies and directors behind each entry.
Read original sourceTop 5 creative campaigns: Sealord, Monzo, Reese's, Degree, On
An Ad Age Creativity roundup (published Aug. 3, 2026) lists five creative ad campaigns to watch, spotlighting work for Sealord, Monzo, Reese's, Degree and On. The piece, by Tim Nudd, highlights notable executions — for example, Sealord’s campaign that contrasts New Zealand seafood lovers and haters and uses a large waterfront billboard — as part of Ad Age’s weekly Top 5 creative campaigns selection.
Read original sourceMessi Tops Stars Influencing Consumer Purchases
A JB.com analysis, highlighted by social-media expert Matt Navarra, ranks the 11 celebrities whose brand partnerships most influence purchasing decisions based on Instagram campaign reach and media coverage. Lionel Messi ranks first (Adidas CODECHAOS Messi golf shoe campaign), Cristiano Ronaldo second (Nike CR7/Mercurial campaigns) and Hailey Bieber third (Gap denim capsule and Mango ambassadorship). The ranking uses four weighted metrics — Instagram views of the most recent brand collaboration (30%), media mentions (30%), news coverage about the partnership (25%) and the number of active brand partnerships in 2026 (15%) — normalized into an influence score where Messi is the reference (100). The study considered Instagram only; other social platforms were excluded. The article includes a full table listing the eleven celebrities, their campaigns and underlying metrics.
Read original sourceOn: Frequently Asked Questions
What is On?
On is a Swiss public performance footwear and apparel company that sells running shoes, apparel and accessories under the On brand.
Who uses On?
On serves consumers buying performance and lifestyle sportswear, particularly for running, outdoor, training, all-day activities and tennis.
How does On make money?
On generates revenue from one-time sales of branded footwear, apparel and accessories through direct online commerce and retail distribution.
Company Facts
- Founded
- 2010
- Headquarters
- Förrlibuckstrasse 190, 8005 Zürich, Switzerland
- Core Segment
- Advertiser / Brand
- Company Size
- >5,000
- Official Link
- on.com