How innovation is driving On’s meteoric rise

Retail Dive

One of the hottest sneakers right now has holes in it. With a standout footwear design that has caught the attention of runners and office workers, On has successfully grown its business over the past few years to compete with giants in the athletics market.

The brand’s balancing act between performance and aesthetics hits the right note with many consumers, according to Cristina Fernández, managing director and senior research analyst at Telsey Advisory Group. “They’ve been able to play in the unique case where they are a performance brand, but the consumer has really liked the style of the shoe,” Fernández told Retail Dive. “So it’s worked as a lifestyle brand shoe as well.”

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