WHAT ON RUNNING CAN TEACH BIG BRANDS ABOUT HUMAN-CENTERED MARKETING

How On Running Became the Brand Everyone’s Chasing

In a sneaker market drowning in sameness, standing out requires more than good design—it demands a vision. For years, legacy giants like Nike and Adidas dominated through sheer ubiquity. But in today’s culture of hyper-personalization and transparency, notoriety isn’t enough. Success belongs to brands that embrace bold innovation and connect on a human level. Enter On Running, the Swiss footwear brand rewriting the rules of cool, one cloud-cushioned step at a time.

What looks like an overnight sensation was more than a decade in the making. Founded by former professional athlete Olivier Bernhard, On Running started with a straightforward mission: create a shoe athletes love. But passion doesn’t go unnoticed for long. Thanks to a combination of groundbreaking technology, striking design, and deeply ethical values, On Running has gone from niche favorite to industry disruptor—leaving its rivals scrambling to catch up.

The Swiss Blueprint for Innovation

At its heart, On Running is all about performance. Its proprietary CloudTec® technology redefined what running shoes could feel like, offering comfort and functionality in equal measure. Lightweight, responsive, and visually distinct, On’s shoes didn’t just resonate with marathoners—they caught the attention of style-conscious urbanites, too.

You’ve probably spotted them. Once the quiet choice of hardcore runners, On’s signature minimalist design is now as much a part of the cultural zeitgeist as Adidas Sambas or Nike Dunks. Whether pounding the pavement on Collins Avenue or grabbing cortados in the Design District, On shoes are the new shorthand for effortless, understated style.

But what truly sets On apart isn’t just what’s underfoot—it’s the ethos driving every step forward.

A Masterclass in Building Ethical Cool

On Running’s rise isn’t just about product—it’s about perspective. In an industry where transparency often takes a backseat to profit, On has flipped the narrative. From its Right to Run program, which removes barriers to organized athletics for underprivileged and disabled participants, to the global On Run Club, the brand has turned fitness into a unifying force.

Weekly runs hosted across the world offer more than workouts—they’re proof of concept. Runners of all levels test demo shoes, connect with like-minded enthusiasts, and experience firsthand what makes the product special. These aren’t just events—they’re a masterstroke in brand intimacy, building loyalty far beyond the transactional.

On even formed its own track team, featuring middle-distance athletes competing at the international level. Here, function meets philosophy, showcasing the brand’s ability to excel not only in creating products but in fostering a culture.

Crushing the Competition with DTC Savvy

The real genius of On Running lies in how it markets its innovation. By embracing the Direct-to-Consumer (DTC) model, the brand bypasses outdated retail norms, creating a direct line to its audience. On isn’t just selling shoes—it’s selling a story, amplified through digital campaigns, social media prowess, and carefully chosen ambassadors like Roger Federer and Zendaya.

This approach is anything but passive. On takes its DTC strategy offline, too, with localized running clubs and real-world activations that mirror its online ethos: cool, approachable, and deeply personal. It’s proof that today’s consumers don’t just want products—they want to feel like part of a movement.

Making the Giants Sweat

Legacy brands like Nike are taking notes. Once a powerhouse of global cultural dominance, Nike’s reliance on notoriety has left it vulnerable to upstarts like On. Now, even the Goliaths are pivoting, with Nike’s 2025 Target Summary signaling a shift toward direct engagement and personalized experiences.

But On Running isn’t concerned with playing catch-up—it’s too busy setting the pace. By doubling down on authenticity and maintaining a distinct identity, On has created a model that’s as difficult to replicate as it is to ignore.

A Lesson in Modern Brand Building

On Running is more than a footwear company—it’s a case study in what it takes to thrive in the age of culture-led commerce. By blending technological innovation with ethical storytelling and direct customer engagement, the brand has redefined what it means to lead.

For brands looking to stay relevant, On offers a playbook: prioritize individuality, champion transparency, and treat your audience like collaborators rather than consumers. The future of cool isn’t about who has the loudest logo—it’s about who dares to run differently.