The world of sneaker brands is filled with iconic names. Nike, Adidas, New Balance, just to name a few. But in the past few years, a new player has audaciously stepped into the ring: On. This Swiss brand, launched in 2010, has quickly gained popularity and become the hottest sneaker brand. Unlike typical disruptors who tend to be bold and assertive, On stands out by disrupting the game with a brand personality that is kind. And everyone is buying into it. From celebrities like Zendaya and Roger Federer to everyday people (including my dad!), On is everywhere.

When we look at On's Brand Equity, it mirrors the typical disruptor profile seen in brands like Netflix or Uber during their early years. Its key strength? Differentiation. Compared to established leaders such as Under Armour, Nike, or Adidas, -- On is 23% more DIFFERENTIATED.

What makes On stand out?

The answer lies in three key themes: innovation, comfort, and as I've alluded to earlier, kindness. On's CloudTec^® footwear technology, described as "running on clouds", exemplifies their innovative approach. This innovation is reflected in BAV data, which shows that On outperforms category leaders in being perceived as INTELLIGENT (+4.43%), VISIONARY (+3%), and PROGRESSIVE (+1.3%).

Comfort is at the heart of ON's innovation. Their focus on comfort not only attracts runners but also appeals to non-runners – from doctors clocking long hours on their feet to busy parents running errands. BAV data supports this, showing that ON outperforms category leaders in being seen as HELPFUL (+6.68%) and STRAIGHTFORWARD (2.84%).

Kindness is another key aspect of On's brand personality. Every action they take, from sourcing supplies to testing new products, to recycling old pairs of On shoes entirely, is driven by a purposeful commitment to doing good. BAV data shows that On outperforms category leaders in being perceived as FRIENDLY (+4.07%) and KIND (+3.62%).

On is the kind of disruptor brand story that we love. It has come out of nowhere to rival some of the most iconic brands in culture. I have a lot of respect for their brand so On's new CloudTec shoe is definitely on my wish list.

Source: BAV Syndicated USA, FY2024, All Adults
Category leaders include Nike, Under Armour, Adidas, Reebok, New Balance, Puma

[CloudTec is a registered trademark of On]

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Author: Sandrine Martin
Associate Director, Strategy and Insights

Sandrine is a Associate Director, Strategy & Insights at BAV Group. She joined the team after finishing a master’s degree in social and consumer psychology at New York University. She is a detailed-oriented thinker who loves exploring the hidden meaning in data to uncover why consumers behave as they do.

Originally from Canada, Sandrine holds a trilingual bachelor of commerce degree in marketing from HEC Montreal and has worked for three years as an account manager at lg2, a leading Canadian advertising agency. While there, she gained experience in an array of industries, including food and beverage, retail, and tourism.

In her spare time, Sandrine enjoys cooking as well as sharing a good meal with family and friends. She also loves art galleries, Chef’s Table, and maple syrup—as the true Canadian she is!

Connect with Sandrine on LinkedIn

Opinion Party (Vol 4): Naughty or Nice
This article is from the fourth volume of "Opinion Party" from BAV Group, a collection of points-of-view from our brand experts, focusing on exploring what it means to be a naughty or nice brand and which brands landed on which list this year.