Onon’s Record-Breaking Growth: How On Holding Stays Ahead Amid Global Trends
Onon: A Premium Sportswear Brand on the Rise
Over the past year, onon has become a household name in the athletic footwear and sportswear industries. Their blend of Swiss engineering and stylish design has captured the attention of athletes and casual wearers alike. Recently, onon achieved record-breaking sales, setting new standards for what a modern sports brand can achieve. In this article, we’ll explore the factors behind onon’s growth, their pricing strategies, and how they’re positioning themselves for long-term success.
Record Quarterly Sales Drive Onon's Momentum
On Holding, the company behind onon, reported stunning results in the first quarter of 2025. According to WWD’s coverage, net sales jumped 43% to 726.6 million Swiss francs compared to the same period last year. This surge outperformed many competitors in a market filled with uncertainty. The company’s direct-to-consumer channel saw a significant 45.3% rise, while wholesale also showed solid growth.
What’s driving this success? Co-founder Caspar Coppetti credits onon's multi-channel approach and commitment to both performance and innovative design. The brand focuses not just on footwear, but head-to-toe sportswear. Product launches like the Cloud 6 and Cloudsurfer 2 contributed to the growth, meeting the needs of both professional athletes and everyday runners.
Strategic Pricing and Premium Positioning
While many sportswear brands adjust pricing due to tariffs or economic pressure, Retail Dive explains that onon’s price increases stem from a deliberate premium branding strategy. The company isn’t simply reacting to tariff hurdles—they are strategically positioning themselves above competitors by combining innovation with a strong design language.
Coppetti explained that this premium strategy grants onon unique pricing power. Starting with the fall-winter season, the company plans to increase prices on selective U.S. styles to further differentiate from competitors, solidifying its place as a top-tier global brand.
Direct-to-Consumer Power and Global Expansion
Another reason for onon’s momentum is the rapid growth of its direct-to-consumer (DTC) business. According to Yahoo Finance, DTC accounted for 38.1% of total net sales in the first quarter. These sales climbed 45.3% year over year, showing that consumers prefer buying directly from onon’s own channels, likely due to a seamless shopping experience and exclusive product offerings.
Internationally, onon also saw impressive gains. Sales in the Asia-Pacific region jumped by 130%, and strong numbers continued in both Europe and the Americas. This shows the global resonance of onon's mission to merge performance, design, and sustainability.
Leadership and Innovation for the Future
Onon’s success is not just about numbers. The leadership team is making significant changes, bringing in new executives for supply chain, innovation, and people management to foster continued growth. As the footwear and sportswear landscape evolves, onon’s focus on operational excellence and branding differentiation allows it to maintain momentum even in a competitive market.
Conclusion: What’s Next for Onon?
Onon’s ability to set new records through innovative products, premium branding, and strategic pricing marks them as a standout in the athletic industry. Looking forward, the brand’s commitment to continual improvement and global expansion suggests there’s even more growth ahead. Whether you’re a seasoned runner or simply appreciate quality design, onon remains a brand to watch in the sportswear world.
For more insights on onon’s business performance, read the full WWD earnings report, and explore Retail Dive’s analysis of their premium strategy.