84 runninginsight.com © 2017 Formula4media LLC.
H
ow does a running footwear brand, one launched by a trio of men with no footwear
industry experience, become one of the most intriguing brands in the run specialty
world? Indeed, it's a curious case. Seven years ago, after all, On Running was a
fledgling enterprise with novel technology and a shrewd go-to-market strategy that
its founders – Olivier Bernhard, David Allemann and Caspar Coppetti – believed
would resonate with consumers and retailers alike. But today, On has evolved
from unknown upstart to on-the-rise brand capturing industry honors, raving fans
and new accounts.
Though On currently holds but a sliver of footwear market share in the U.S. run specialty
channel, its presence continues swelling. According to Sports Marketing Surveys USA, On's
distribution is rising at a pace only bested by Under Armour and Altra. By year's end, On
leadership anticipates another year of record-high market share for the company as its footwear
graces the walls of about 800 U.S. running shops.
84 runninginsight.com © 2017 Formula4media LLC.
ONRUNNING
How an upstart,
Switzerland-based
footwear company
has emerged
as one of the
most intriguing
brands in the run
specialty channel.
By Daniel P. Smith
