On takes off: sports shoe brand co-owned by Roger Federer wins over pro runners and the public with its unique tubular cushion sole

Obsessed with designing a running shoe that offered a firm take-off and a soft landing, triathlete Olivier Bernhard co-founded On with two partners in 2010

On has since made big strides among sports pros and the athleisure-loving public with its line of sports shoes that blend performance with comfort

4-MIN READ4-MIN

Published: 7:15pm, 28 Jul 2021Updated: 7:15pm, 28 Jul 2021

Peter Rea signed a sponsorship deal with Swiss sports brand On in 2018 after more than a decade coaching runners in Reebok sneakers.

“People were like, ‘Wait, who’s On?’,” recalled Rea, who trains the ZAP Endurance elite team in the Appalachian Mountains of North Carolina in the United States. Since the switch, members of his band of Olympic hopefuls have come to embrace the unique look and feel of On’s shoes. “Now, no one asks who they are,” Rea said.

That’s because On has quickly won credibility in the world of running. It’s increasingly capturing the hearts of the wider athleisure-loving public. The pandemic helped raise its profile, thanks to the lockdown-inspired boom in the running, outdoor and casual clothing sectors.

A cult following for the shoe’s distinctive tubular cushions on the sole – and backing from tennis champion Roger Federer – haven’t hurt either.

Roger Federer wearing On’s The Roger Centre Court sneakers.

While On doesn’t disclose earnings, industry watchers say it’s most comparable to brands like Brooks Running – a Berkshire Hathaway unit with 2020 revenue of almost US$850 million – and Hoka One One, part of Deckers Brands, whose net sales last year ballooned 62 per cent to US$571 million. All three have steadily gained market share in the US speciality-running retail industry, according to data from market researcher NPD Group, with On closing in on Saucony for fourth place.