On Running, a Swiss-born athletic brand, has been making waves in the global sneaker industry since its founding in 2010. Known for its cutting-edge innovations in running footwear, the brand has seen a rapid surge in popularity, especially in recent years. With its market share quadrupling from 0.3% to 1.2% between 2019 and 2022, On Running is becoming a favorite among athletes and casual sneaker lovers alike.
In India, sneaker enthusiasts are beginning to take notice of this high-performance brand due to its unique design, comfort, and eco-conscious approach. As Indian consumers focus more on premium quality and sustainable products, On Running’s growth trajectory shows no signs of slowing down.
Net Sales Growth and Market Expansion
On Running's financial performance underscores its success. From 2022 to 2023, the brand’s net sales surged by an impressive 46.6%, signaling strong demand for its products across various markets. Beyond its current success, On Running has set ambitious growth targets for the coming years, aiming to double its revenue between 2023 and 2026. This planned growth reflects both the increasing global demand for their footwear and the brand’s strategic focus on product innovation, expansion into new markets, and bolstering its presence in existing ones like India.
This remarkable rise can be attributed to a number of factors, including the brand’s relentless focus on innovation, sustainability, and strategic collaborations, which have helped it stand out in the highly competitive sneaker industry.
What Sets On Running Apart from Competitors?
On Running’s rise to prominence is not accidental. The brand has successfully differentiated itself through innovative product design, a commitment to sustainability, and smart branding. Below are the key factors that have fueled the brand's success.
Product Innovation: CloudTec® Technology
One of the standout features of On Running shoes is their proprietary CloudTec® technology. Designed to provide unparalleled comfort and performance, this technology offers a unique form of responsive cushioning that adapts to each step, providing both shock absorption and explosive takeoffs. Whether for running marathons or casual wear, the lightweight construction and comfort provided by CloudTec® have been a key selling point for athletes and sneaker lovers alike.
For Indian consumers, especially urban runners and fitness enthusiasts, the technology resonates because it caters to the demands of high-impact activities, while also being versatile enough for day-to-day use.
Sustainability and Social Responsibility
In an era where sustainability is increasingly influencing consumer decisions, On Running has committed itself to reducing its environmental impact. The brand uses recycled materials in many of its products and is focused on lowering its carbon footprint throughout the production process. This includes efforts to create circular systems for materials and exploring ways to make shoes fully recyclable.
Indian consumers, particularly those who value eco-conscious products, are likely to appreciate On Running’s sustainability ethos. The brand’s focus on minimizing environmental impact resonates well with younger, environmentally-aware shoppers looking for alternatives to traditional sneaker brands.
Collaborations: Roger Federer and the Tennis Range
Another factor contributing to On Running’s success is its high-profile collaboration with Swiss tennis legend Roger Federer. Federer, known for his elegance on and off the court, partnered with the brand to develop a line of tennis-inspired shoes, including the highly successful “Roger” collection. This collaboration not only expanded On Running’s product line but also elevated the brand’s status, particularly among tennis enthusiasts and those who admire Federer’s timeless style.
In India, Federer’s popularity further enhances the appeal of these shoes, as fans of the athlete are drawn to both the performance and aesthetic value that this range offers.
Branding that Resonates with Consumers
On Running’s branding strategy has also played a significant role in its growth. With its minimalist, sleek design and focus on Swiss engineering, the brand sets itself apart from competitors like Nike and Adidas. The shoes exude a premium, understated style that appeals to those who want functional, high-performance gear without the flashy designs often associated with sports footwear.
This carefully crafted image has helped On Running cultivate a loyal community of runners and lifestyle enthusiasts globally, including in India, where consumers are beginning to appreciate the brand for its blend of functionality and style.
Popular Models of On Running Shoes
On Cloud: The On Cloud is perfect for both running and everyday use. With its lightweight design and CloudTec® cushioning, it provides comfort and style, making it ideal for India’s fast-paced urban environment.
On Cloudflow: Designed for performance, the On Cloudflow offers lightweight comfort and energy return, making it a favorite among Indian marathon runners and fitness enthusiasts who need speed and support.
On Cloudrock: The On Cloudrock is built for off-road adventures and trekking. With durable, waterproof features, it’s perfect for Indian hikers exploring rugged terrains.
The Roger Advantage: Inspired by tennis star Roger Federer, this model is a sleek lifestyle sneaker, blending performance and style, appealing to Federer fans and casual wearers alike.
How On Running is Capturing the Attention of Indian Consumers
Premium, Eco-Friendly Appeal
- Growing interest among Indian sneaker enthusiasts for sustainable, high-performance footwear.
- On Running’s use of recycled materials and eco-conscious design resonates with young, eco-aware consumers.
Expanding Presence in India
- Increasing availability on platforms like Hustle Culture and other sneaker marketplaces.
- Increasing visibility, with Bollywood legend Amitabh Bachchan often spotted wearing On Running shoes, boosting the brand’s appeal among Indian consumers.
- Standing out in a competitive market dominated by brands like Nike and Adidas, thanks to unique CloudTec® technology.
Premium Price Segment
- Positioned as a premium brand, appealing to Indian buyers seeking quality, performance, and style.
- Available online and offline, catering to a growing niche of sneaker lovers in India.
Conclusion
On Running’s rapid rise in the global sneaker industry can be attributed to its innovation, sustainability, and premium appeal. In India, its eco-friendly approach, advanced CloudTec® technology, and strategic collaborations are resonating with a growing base of sneaker enthusiasts. As the brand expands its presence and continues to focus on performance and design, On Running is well-positioned to thrive in the Indian market, catering to those seeking both style and sustainability in their footwear choices.