Sneaker market has fundamentally changed
Nike’s market value has dropped sharply to US$129.2 billion by 2024 due to various criticisms such as insufficient product innovation, dull brand marketing, and poor price negotiation. Adidas, the second largest company in the market, ended its Yeezy joint series with the famous American singer “Kanye West”, resulting in a huge increase in inventory and huge losses.
The two big brothers Nike and Adidas have their own difficulties. Sports shoe brands ranked 3, 4, and 5 in market value have quietly changed their faces. Deckers, which sells HOKA, jumped into third place, On and ASICS jumped to fourth and fifth places, and the three “new kings” took small steps to close the competition. The market value of Deckers has increased by 398% in the past five years, ASICS has increased by 388%, and On has increased by 50% in the past three years.
On Company Profile
Company introduction
ON (ticker: ONON) is a athletic sneaker and performance sportswear company brand originating from Switzerland. It was founded by triathlete Olivier Bernhard and two friends David Alleman and Caspar Coppetti.
Initial public offering
ON (ticker: ONON) was listed on the New York Stock Exchange on September 15, 2021. The company’s shares were initially priced at $24, but the price more than doubled to $51.45 in two months.
Global presency
Popular in the Chinese market
On, a Swiss sports shoe brand that has become popular in Europe and the United States recently, has also set off a craze around the world. Among On’s global layout, mainland China has the largest number of markets, and the average price of a pair of On shoes has dropped. Above RMB 1,000, mid-to-high-end shoes are over RMB 2,000, and they are basically not discounted.
Under such circumstances, can a pair of On shoes have higher price competitiveness than Nike and Adidas? The “sudden emergence” of On in the Chinese market has put great pressure on Nike and Adidas, the world’s two largest sports shoe manufacturers, whose operations have taken turns to have warning signs in recent years.
The rest of world
As of 2019, the company held 40% of the Swiss running shoe market and 10% in Germany. As of 2020, On products are sold in 6,000 retailers in 55 countries; the United States is its largest single market, accounting for 6.6% of the U.S. performance running shoe category.
Marketing
Strategy
Since the founder himself is a well-known triathlon athlete, and the company’s business is professional sports shoes and apparel, Oni focuses its marketing and marketing on well-known athletes.
An active sponsors
On Athletics also sponsors the professional running group On Athletics Club, whose roster includes many Olympic finalists. Currently, American professional runner and record holder David Kilgore competes at On and also works for the company.
In March 2023, On announced its sponsorship of top-ranked female tennis player Iga Świątek and male tennis players Ben Shelton and João Fonseca.
In the summer of 2024, Boston Marathon champion Hellen Obiri competed for the gold medal in Paris wearing “spray-painted” running shoes designed by Swiss sportswear brand On Holding AG.
Notable shareholders
Swiss tennis professional Roger Federer became a shareholder of On AG in November 2019. According to reports, the company is exploring IPO options based on sales growth.
Products
Niche sports brands
HOKA is a niche brand, taking advantage of the rising momentum of jogging. Compared with the “ugly” HOKA, the Swiss brand ranked fourth in market value, the appearance of the shoes is elegant and streamlined, and its soles are lined with “holes”. It is a highly recognizable supporting design.
Creativity
Olivier Bernhard, the founder of On, is a famous Swiss triathlete. In order to find shoes that better suit the needs of runners, he modified his own running shoes with the help of his Swiss engineer friends. On a whim, he cut flower watering pipes into semi-circular pieces of rubber, carefully arranged them, and stuck them on the soles to promote the effectiveness of spring pedaling. In 2010, Bernhard founded On, determined to change the running world.
Special technologies
CloudTec
On claims that it uses a proprietary cushioning technology called CloudTec in its shoes.
CloudTec began experimenting with garden hoses with Bernhard to explore how the shape could provide a whole new type of cushioning. Bernhard, then a Nike athlete, showed his prototype to Nike but was rejected. “Clouds” beneath the soles of all On shoes cushion the foot as it lands, then lock together to create a solid foundation for your next step.
Cloudboom Strike
The robot-made Cloudboom Strike LS is made from a thermoplastic that’s spray-painted to the shape of the wearer’s foot. With no tongue, laces or heel cap, each shoe weighs just 170 grams, which is over 100 grams lighter than most similarly sized running shoes.
The technology was developed by Johannes Voelchert, now Senior Director of Innovation Concept Design at On. The midsole is composed of two layers of Helion HF Hyper Foam and a carbon plate sandwiched between the foam to assist with propulsion. The process takes less than 5 minutes, requires no glue, and creates a seamless slip-on. In addition to its lightweight appeal, the shoe’s manufacturing process produces 75% less carbon emissions than On’s other running shoes.
Capital market performance
Market value
Its market value has jumped to approximately US$18.7 billion. It is worth noting that as of November 25, 2024, On’s market value has soared by 118.5% since 2024.
Share price performance
As of November 25, 2024, the company’s stock price has increased by 50.12% since its listing on September 15, 2021.
Insider Ownership
Angpao’s insider shareholding ratio is 19.1%, which is very high among listed companies.
Prospect
On Holding is experiencing strong growth, with an estimated profit growth of 29.41% year-over-year, outperforming the U.S. market. Revenue is expected to grow at 20% per year, far exceeding the industry average. The company raised its full-year sales forecast to at least CHF 2.29 billion, citing strong third-quarter 2024 results and global brand momentum. Although quarterly net income fell from CHF 58.7 million to CHF 30.5 million, the significant revenue growth supported its aggressive development path.
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