ON Running’s Insane Growth

Bart Schaneman for The Daily:

Executives from rising shoe brand On Running gave an update on the company’s goals, including doubling its sales in the next three years, at the ICR Conference in Orlando, Florida, earlier this week.

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The Switzerland-based company is on a steep upward trajectory, with $1.58 billion in net sales for the first nine months of 2023, up 58% in constant currency from the same period last year.

ON Running puzzles me. I certainly don’t pretend to understand the shoe market, or marketing on that scale, what the Roger Federer investment did to the company’s trajectory, or the stock market overall, but to enter a crowded and highly opinionated market like the shoe market that’s filled with long standing brands with loyal followers both on the performance and the fashion side I find ON’s appeal fascinating and puzzling. And man, I hate these holes in the soles of their shoes.