(ONON) On Holding AG Marketing Mix Research |
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This On Holding AG 4P's Marketing Mix Analysis summarizes the company’s Product, Price, Place, and Promotion strategy and shows how these elements support positioning and sales; the page includes a real preview/sample of the analysis so you can assess style and content before buying. Purchase the full version to receive the complete, ready-to-use report.
Product
High-performance footwear
On Holding AG’s high-performance footwear is its core product, led by running shoes that focus on speed, cushioning, and comfort. In 2025, net sales reached CHF 2.32 billion, up 29.4% year over year, and footwear remained the main driver of the mix. The Cloudsurfer and Cloudmonster lines show how the brand links sport use with everyday wear.
Sportswear apparel
On Holding AG’s sportswear apparel, including training and running gear, extends the brand beyond shoes and helps build a full athletic wardrobe. The category supports cross-sell into footwear and can lift basket size in direct-to-consumer sales, which drove much of On’s CHF 2.32 billion net sales in 2024. Apparel also strengthens brand stickiness by giving runners one place to buy the full kit.
Sports accessories
On Holding AG uses sports accessories to complement footwear and apparel, giving customers add-on items like caps, socks, and bags that fit a performance-led lineup. In 2025, the Company generated about CHF 2.98 billion in net sales, and accessories help widen basket size without pulling the brand away from its athletic core. This keeps the offer convenient for runners and training customers, while reinforcing On’s sport-first image.
Swiss-engineered technologies
On Holding AG’s Swiss-engineered product story is built on proprietary tech like CloudTec, which helps the brand defend premium pricing and stand out in running and lifestyle footwear. In FY2025, that tech-led mix supported continued scale, with net sales near CHF 3.0 billion and strong global demand.
So the product is not just a shoe; it is a performance system that links design, cushioning, and brand equity.
- CloudTec drives differentiation
- Swiss engineering supports premium value
- Tech story lifts brand appeal
Premium athlete-focused design
On Holding AG’s premium athlete-focused design pairs clean aesthetics with performance tech for runners and active consumers. In FY2024, net sales rose 29.4% to CHF 2.32 billion, showing strong demand for its premium mix. Product development stays tied to performance credibility, which helps On keep its gross margin at 60.6% and stand apart from mass-market sportswear.
- Premium performance focus
- Clean, modern design
- Runner-led product development
- Supports 60.6% gross margin
On’s premium mix drives 29.4% sales growth and 60.6% gross margin
On Holding AG’s Product mix is led by premium running shoes, with apparel and accessories widening baskets and strengthening the sport-first brand. FY2025 net sales reached CHF 2.98 billion, up 29.4%, while the tech-led mix and CloudTec helped protect premium positioning. The 60.6% gross margin shows how product design and pricing power support value.
| FY2025 | Value |
|---|---|
| Net sales | CHF 2.98bn |
| Growth | 29.4% |
| Gross margin | 60.6% |
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Detailed Word Document
A concise, company-specific 4P analysis of On Holding AG covering Product, Price, Place, and Promotion with real-world positioning and strategic insight.
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Reference Sources
Cites primary industry reports, company filings, and trusted datasets to speed due diligence and verify key On Holding AG assumptions.
Place
Direct e-commerce
On Holding AG uses its dedicated e-commerce site to sell direct, so it controls the full brand experience and gets customer data first-hand. In FY2024, the Company reported CHF 2.32 billion in net sales, and online DTC helped it push new products to a global audience fast. That direct route also supports tighter pricing and faster feedback on demand.
Brand stores
On Holding AG runs proprietary brand stores that show its full footwear, apparel, and accessories range in one controlled setting; as of 2025, the store network is still selective, with more than 50 owned locations globally. These stores support premium pricing and let the Company manage service, display, and customer experience end to end. They also help convert brand storytelling into direct engagement, which is harder to do in multi-brand wholesale.
Independent retail partners
On Holding AG uses independent retail partners to widen shelf presence and reach specialty running and sports buyers. In FY2024, the Company posted CHF 2.318 billion in net sales, and partner stores help translate that demand into local trust and trial. These retailers also extend physical coverage beyond On's own channels, especially in key running markets.
Distributor network
On Holding AG uses distributors to widen market access in countries where its own setup is thinner. In 2024, net sales reached CHF 2.32 billion, so local partners matter for scale, logistics, and faster market entry. Distributors also help On serve international demand without building every market alone.
- Boosts reach in limited-direct markets
- Supports local logistics and penetration
Global multi-channel coverage
On Holding AG sells globally through its own e-commerce, brand stores, and third-party retailers, so customers can buy in the channel that fits them best. In FY2024, net sales reached CHF 2.32 billion, and direct-to-consumer remained a major engine, helping broaden reach beyond wholesale. This multi-channel setup lifts convenience, availability, and brand control.
- Own sites and stores
- Third-party retail reach
- Global buying convenience
- FY2024 net sales: CHF 2.32bn
ON Holding’s omnichannel model drives reach and full-price control
On Holding AG places products through its own e-commerce, more than 50 brand stores, wholesale retailers, and distributors, so it can mix control with reach. The direct channel supports full-price selling and fast feedback, while retail partners and distributors widen access in key running markets. This setup backed CHF 2.32 billion in FY2024 net sales.
| Place channel | Role | Key data |
|---|---|---|
| E-commerce | Direct control | First-party sales |
| Brand stores | Premium experience | 50+ locations in 2025 |
| Wholesale and distributors | Market reach | Global coverage |
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Promotion
Athlete endorsements
On Holding AG uses athlete endorsements to make its running shoes feel proven in elite sport, not just styled for it. That matters for a brand that posted CHF 2.32 billion in net sales in 2024, up 29.4% year on year, as it turns athlete credibility into wider demand. Endorsements from top runners and tennis players link the brand to performance, racing, and winning.
Running-event visibility
On Holding AG uses running-event visibility to put the brand in front of core performance buyers where they train and compete. In 2024, net sales rose 29.4% to CHF 2.32 billion, showing that event-led exposure supports demand. These activations tie On more tightly to endurance, speed, and athletic achievement.
Digital brand marketing
On Holding AG uses digital brand marketing through social media, its website, and online video to reach global shoppers fast. In Q1 2025, net sales rose 43.0% year on year to CHF 726.6 million, showing how digital reach supports scale. This channel also fits On’s product story, since running-shoe launches and innovation claims work well in short, visual formats.
Premium brand storytelling
On Holding AG’s promotion leans on Swiss roots, clean design, and technical innovation, which keeps the brand in the premium lane and away from mass-market sportswear. That story matches its scale: FY2024 net sales reached CHF 2.32 billion, up 29.4% year on year, helping justify higher prices through brand trust and performance proof.
- Swiss-made story supports premium pricing
- Technical gear backs the message
- FY2024 sales: CHF 2.32 billion
Retail partner support
On Holding AG uses retail partner support and in-store visibility to turn brand interest into sales at the shelf. In FY2024, net sales reached CHF 2.32 billion, and this channel matters because many running and training purchases still start in specialty stores, where co-marketing and product placement can close the sale.
- Retail partners extend reach at point of sale
- In-store displays lift brand recall
- Co-marketing helps convert traffic into orders
On’s Performance-First Marketing Is Driving Rapid Sales Growth
On Holding AG’s promotion mixes athlete endorsements, race-day visibility, and digital campaigns to frame On as a performance brand, not a fashion label. In Q1 2025, net sales rose 43.0% year on year to CHF 726.6 million, showing that this message still scales fast. Retail partner support and in-store displays also help turn brand buzz into orders.
| Promotion lever | Latest signal |
|---|---|
| Athlete endorsements | Elite sport credibility |
| Digital marketing | Q1 2025 sales +43.0% |
| Retail support | Conversion at point of sale |
Price
Premium price tier
On Holding AG sits in the premium tier of athletic footwear and apparel, with pricing tied to design, performance tech, and brand image, not volume. In FY2025, net sales reached about CHF 2.98 billion, showing demand can support prices above mass-market sportswear rivals. That premium is reinforced by strong brand pull and a gross margin near 60%, which signals pricing power.
Value-based pricing
On Holding AG uses value-based pricing, so the tag reflects perceived performance, not just cost. Customers pay for innovation, comfort, and the premium product experience, which helps protect margins; the brand kept gross margin above 60% in FY2025. That price signal also reinforces its upscale status in running.
Selective discounting
On Holding AG uses selective discounting, not broad markdowns like lower-priced rivals, which helps keep its premium image intact. In 2024, net sales rose to CHF 2.32 billion and gross margin stayed high at 60.6%, showing pricing discipline. Limited discounts also protect product integrity and keep the brand appealing to aspirational buyers.
Channel-aware pricing
On Holding AG uses channel-aware pricing, so direct-to-consumer and wholesale can carry different list prices and promotions by market. That helps protect gross margin while still keeping the brand competitive and clearing demand across regions.
- DTC: tighter price control
- Retail: partner-led pricing
- Local promos: market-specific
- Goal: margin and demand balance
Performance-led price justification
On Holding AG justifies premium pricing with product innovation and athlete trust: its 2024 net sales reached CHF 2.32 billion, up 29.4% in constant currency, while gross margin held at 60.6%. That gives the brand room to charge more, because buyers pay for technical features, clean design, and elite performance proof. Price and product are tightly linked in the strategy.
- Premium price reflects technical innovation.
- Athlete credibility supports willingness to pay.
- 60.6% gross margin signals pricing power.
On Holding’s Premium Pricing Still Pays Off in FY2025
On Holding AG keeps premium pricing in FY2025, with net sales of CHF 2.98 billion and gross margin near 60%, showing buyers still pay for performance and brand cachet. Its price sits above mass-market sportswear, supported by value-based pricing and tight discount control. That mix protects margin and keeps the brand upscale.
| FY2025 | Value |
|---|---|
| Net sales | CHF 2.98 billion |
| Gross margin | ~60% |
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