How On Running Built a Brand on Swiss Engineering and Community

In this episode, Lucas and Luna explore how On Running transformed from a startup with a patented CloudTec sole into a global running brand worth over $10 billion. They break down the key decisions: launching in specialty running stores instead of big-box retailers, using athlete storytelling through Helen Obiri and Jakob Ingebrigtsen, and building a community via the On Run Club app. They also discuss the brand's recent expansion into performance apparel and its partnership with Loewe for lifestyle credibility. Specific numbers include On's 46.6% revenue growth in 2025 and its 2024 IPO pricing. A concrete case in brand strategy for listeners interested in how engineering-first brands create emotional connection. #OnRunning #SwissEngineering #CloudTec #RunningCommunity #AthleteStorytelling #HelenObiri #JakobIngebrigtsen #OnRunClub #BrandStrategy #PerformanceApparel #LoeweCollab #IPO #SpecialtyRetail #BusinessPodcast #FexingoBusiness #BrandBuilding #RunningShoes #DirectToConsumer Keep every episode free: buymeacoffee.com/fexingo