How 'On' Shoes Sprinted Ahead of the Competition

Hey there!

Have you ever wondered what it’s like to run on clouds? Well, that’s exactly what the founders of On aimed to create—a running shoe that combines Swiss engineering with the ultimate running experience. Back in 2010, in the heart of Zurich, three friends decided to turn the running world on its head. Led by Olivier Bernhard, a six-time Ironman champion, they looked at traditional running shoes and thought, "We can do better." And guess what? They did.

Now, if you think all running shoes are created equal, think again. On’s revolutionary CloudTec® technology is where the magic happens. Their shoes are designed not just for speed but for an unprecedented level of comfort—whether you’re racing or just enjoying a leisurely jog. It’s no surprise that they’ve piqued the interest of everyone, from weekend warriors to the likes of Roger Federer.

Disruption is in the DNA

Think about it. On didn’t just enter the market—they exploded into it, taking on behemoths like Nike and Adidas with a startup spirit that screamed, 'catch us if you can'. In less than a decade, they went from a quirky idea to a staple on the feet of athletes and fashionistas alike. How? By not just selling shoes, but by selling a concept—the feeling of "running on clouds." They turned a product into an experience that resonated with a broad audience, including those who might not even be runners.

With revenues smashing through the $1.2 billion mark last year, On’s innovative approach is turning heads and opening wallets across the globe. This is where you should lean in. Disruption isn’t just about being different; it’s about being boldly better. On's example shows that with the right technology and a story that resonates, even the most saturated markets have room for innovation. What’s the “CloudTec®” of your industry? Find it, perfect it, and go to market with it. That’s how you make noise.

Product Innovation at Its Finest

Ever heard of the Cloudmonster or The Roger? These aren’t just shoes; they’re statements. The Cloudmonster features the most advanced cushioning system to date, offering a ride so plush it’s like floating. Then there’s The Roger—yeah, that Roger. Tennis legend Roger Federer helped design this sleek, do-it-all tennis shoe that looks as good at a café as it does on the court.

Why does this matter to you? Because On's commitment to innovation shows that with the right idea and execution, any brand can step up their game. It's about pushing boundaries and daring to reimagine what’s possible. Whether you’re developing products that disrupt markets or refining an existing lineup, let On’s relentless pursuit of perfection inspire you.

Beyond Products: Cultivating a Culture

Now, let’s talk culture. On isn’t just selling sneakers; they’re crafting a community. They’ve transformed customers into fans and fans into evangelists, all by creating products that stand out and stand for something. When Roger Federer joined as an investor and collaborator, it wasn’t just a business move; it was a strategic alignment of brand values with personal excellence and enduring appeal.

How can you replicate this? It starts with understanding your audience deeply and engaging them not just as consumers but as part of your brand’s journey. Build your brand as a lifestyle, a community, and a movement. Think bigger than your product—think about how your product fits into your customers’ lives and how it makes them feel. That’s what turns interest into loyalty.

Strategic Growth and Agile Marketing

On’s strategy was never just about flashy ads; it was about smart, agile marketing that used storytelling to build a deep connection with their audience. On has successfully found its place in a competitive market by focusing on comfort and innovation with unique technology. They sell directly to customers, build a strong brand around sustainability and performance, target specific customers, and partner with athletes to gain attention and trust. By offering a unique product and prioritizing customer experience and sustainable practices, they have set themselves apart.

For you, the takeaway is clear: be agile, be strategic, and use every tool at your disposal to tell your brand’s story in a way that captivates and resonates. Whether it’s leveraging influencer partnerships, engaging in storytelling, or using cutting-edge digital marketing techniques, make sure your marketing efforts are as innovative as your products.

Introducing Xena’s Newest Innovations

We’re excited to introduce two powerful tools designed to change how sports and athleisure brands operate and compete in today’s fast-paced market. Xenalytics and Brandvoice offer deep insights and strategic advantages that can propel your brand to the forefront of the industry.

Xenalytics: Xenalytics is your go-to for advanced analytics and reporting. This tool allows you to dissect large volumes of data across multiple marketplaces to understand consumer trends, product performance, and competition in real time. Whether you're looking to optimize your supply chain, predict future trends, or enhance customer engagement, Xenalytics provides the comprehensive insights needed to make informed decisions swiftly and confidently.

Real-Time Insights with Brandvoice: Brandvoice offers a real-time window into the market's pulse, enabling you to track consumer behavior, preferences, and competitor strategies as they unfold. This tool is essential for brands that need to stay agile—adjusting marketing strategies, anticipating market shifts, and responding to consumer feedback instantly. With Brandvoice, you can ensure your brand not only meets but exceeds consumer expectations by staying ahead of industry dynamics.

TL;DR

• Innovative Technology: On revolutionized running shoes with CloudTec®, simulating the feeling of running on clouds.

• Founding Story: Started in 2010 by three friends in Zurich, including Ironman champion Olivier Bernhard.

• Market Disruption: Challenged industry giants and rapidly grew, with revenues surpassing $1.2 billion.

• Signature Products: Introduced unique products like the Cloudmonster and The Roger, co-designed with Roger Federer.

• Cultural Impact: Beyond selling shoes, On has built a community, transforming customers into brand evangelists.

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