How On Running Built a Brand on Cloud Technology

In this episode of The Brand Strategy Podcast, Lucas and Luna dive into how Swiss running shoe brand On transformed from a niche start-up into a global competitor to Nike and Adidas. They explore the key brand decisions that set On apart: the patented CloudTec sole, the early adoption of a distinctive visual identity, and the strategic use of athlete endorsements like Roger Federer. Lucas and Luna discuss how On built brand salience by making its technology visible and tangible, and how it created a premium positioning that justified prices north of $150. The conversation also touches on the risks of expanding beyond running shoes into lifestyle and apparel, and what that means for brand consistency. Listeners will learn specific lessons about category entry, visual distinctiveness, and the power of a clear brand narrative. The hosts also share a brief, sincere note on how listener support keeps this podcast independent and ad-free. #OnRunning #BrandStrategy #Marketing #RunningShoes #CloudTec #RogerFederer #SwissBrand #PremiumBranding #BrandSalience #VisualIdentity #Athleisure #Disruptor #NicheToMainstream #ProductDesign #BrandNarrative #Podcast #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo