From $0 to $7 billion: Here’s how Swiss running shoe company On is becoming one of the hottest sportswear brands

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: On is a Swiss running shoe company that is the brainchild of Olivier Bernhard, a six-time Ironman champion and former professional triathlete. In just 11 years, the upstart company went from zero to a valuation over $7 billion. This is the story about how a two time world champion and his friends landed Roger Federer to help create one of the fastest growing shoe companies in the world.

Source: CNBC.com – video report

Date: Nov 29, 2021

Link: https://www.cnbc.com/video/2021/11/29/from-0-to-7-billion-heres-how-swiss-running-shoe-company-on-is-becoming-one-of-the-hottest-sportswear-brands.html

Questions for discussion:

  • Summarize the company’s marketing success story.
  • How important was the connection to Roger Federer?
  • Should this “formula” serve as a model for other brands?
  • Name other brands that have followed this approach?