Game On: the Swiss sports brand using hi-tech and chutzpah to challenge Nike and Adidas

January 11, 2026

TL;DR

On is a Swiss sports brand challenging established players like Nike and Adidas.
The company utilizes advanced technology, including "flying fibre" manufacturing, to create high-tech sports shoes.
On has seen rapid growth fueled by collaborations with Roger Federer, Zendaya, and luxury brands.
The brand was founded by David Allemann, Caspar Coppetti, and Olivier Bernhard, with initial funding from their life savings.
On was inspired by disruptors like Apple and Dyson, focusing on unique design and innovation.
The company went public on the New York Stock Exchange in 2021, valuing the brand at $8bn.
On is developing sustainable manufacturing processes, including a robot-led factory aiming for local production.
The brand is expanding its retail presence with new stores, viewing them as community hubs.
On faces competition and a class-action lawsuit over noisy shoes, but sales continue to increase.
The company aims to increase its market share in the global sportswear industry, currently holding about 1%.

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