How has On's approach to the market differed from traditional running shoe brands?

Question

On appears to be a new entrant in the running shoe market. What differentiates them from traditional brand positioning?

Answer 1

On has established its uniqueness by transforming the running shoe, while also changing its marketing strategy. Their focus has been to make shoes that feel like they are ‘running on clouds’ and have also ventured out to fashion collaborations as well as into the high-end customer market besides their main area of running accessories.

Comments

Good product or not, what on running is doing with it's athletics team in Boulder Colorado is mind blowing. The coach and every athlete are turning heads in every event they compete. Multiple national records and area records in a few years of existing. I know results are independent of running gear but to support athletes and make the sport more competitive ON should be praised

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I love how a couple top brands in running shoes weren't listed. Adidas is the second leading company behind Nike but don't mention it in this content. Also Skechers and Hoka weren't mentioned either. However, Skechers aren't worn by the long distance runners. There is only one reason why they are in retailers. It fills the gap from Nike leaving retail stores for DTC sales.

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On is  worn by everyone in Switzerland... it's a national pride shoe!

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Just an expensive fad. People buy them just to show off they spent big bucks on a shoe

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On is a b.s. company that has gotten lucky suburban moms spend their husbands money on On garbage