ON, MORE THAN A SHOE BRAND: MARKETING STRATEGY ANALYSIS

Summary from the TLDR Marketing newsletter

On's breakout success in a competitive and flat footwear market proves that performance is not enough without emotional resonance. While Nike and Adidas lean on scale and Hoka on comfort-first narratives, On has carved a space that combines high-end design, technical credibility, and cultural storytelling. On supports Olympic sprinters, marathoners, and community leaders alike, keeping its brand grounded and aspirational. Campaigns such as “Soft Wins” use nostalgia and humor to make running feel inclusive, while “Run for Each Other” highlights community bonds. These messages hit especially well with Gen Z and millennial consumers in urban hubs.