From Performance to Lifestyle: How On Became a Must-Have

Let me take you back to 2014, when I first got my hands on a pair of On Cloud sneakers. They were red, and honestly, I didn’t know much about the brand. A friend who played tennis recommended them to me, and I decided to buy them for one simple reason: to wear them at the gym. Simple, right? Little did I know, those sneakers were about to introduce me to one of the most disruptive brand transformations I’d ever witness. 🏃‍♂️💥

Fast forward to today, and On has evolved from being just another running shoe brand to becoming a luxury lifestyle icon. It's fascinating to see how a brand once purely focused on high-performance sportswear has expanded into something far bigger—a cultural statement. But let’s dive deeper into how On managed to make this dramatic leap.

The Beginning: Performance with Purpose

When On first launched, their primary focus was on providing a unique running experience. The CloudTec system, a revolutionary cushioning technology, was their game-changer—engineered to offer runners the perfect balance of comfort and performance. And believe me, it worked. I felt like I was running on clouds (pun intended 😅). These weren’t just regular sneakers; they were designed to optimize performance and make every run smoother.

For years, this was On's core. They attracted dedicated athletes and serious runners who wanted the best in technology. I, for one, loved the way they felt during my workouts. They weren’t just stylish—they were functional. On was strictly performance—but that was only the beginning.

The Pivot: From High-Performance to High-Status

Roger Federer and his On Sneakers

Then, something interesting happened. On began to move beyond the track and into lifestyle. At first, it was subtle. Maybe a collaboration here or a few more street-style releases there. But what really set things in motion was the partnership with Roger Federer. 🎾✨

Federer’s involvement did more than just associate On with tennis. He elevated the brand—turning it from a running shoe into a luxury must-have. Here’s where the marketing genius kicked in. By positioning On as not only a performance brand but as a symbol of success and elegance, On was able to transition seamlessly into the luxury market. Suddenly, the shoes weren’t just for runners. They were for anyone who wanted to wear a piece of luxury—whether you were going to the office, grabbing coffee, or out on the town. And I’ll be honest, I felt it too. Everyone was rocking a pair.

Personal Experience: When the "Must-Have" Became "Overexposed"

Here’s the kicker: back when I bought those red On Cloud sneakers, I felt like I was part of an exclusive club. They were unique, and they weren’t everywhere. But fast-forward to today, and I can’t help but feel like everyone has a pair. On has become so popular that it’s almost expected that you have them. In fact, it almost feels like if you’re not wearing On, you’re kind of out of the loop. 😬

I can’t lie; I’ve started to lose that initial excitement about wearing my On sneakers. What once felt like a statement of uniqueness now feels a bit more like a mainstream choice. And that’s not necessarily a bad thing—but it’s a huge shift in how I perceive the brand.

The Marketing Lesson: When Luxury Becomes Accessible

Now, let’s step back and look at what On did with this transition. It’s no easy feat to go from a niche performance brand to a luxury lifestyle icon. And they did it by understanding two things:

1. Scarcity: As I mentioned, one of the key aspects of a luxury brand is exclusivity. When you make your product too accessible, you risk losing its aspirational value. On had to carefully navigate this balance, making sure that their shoes still felt special even as they grew in popularity.

   
   

2. Emotional Connection: On didn’t just sell shoes—they sold a lifestyle. Their marketing was about more than just the product; it was about the emotional journey. By associating with Federer and moving beyond just performance, they tapped into people’s desires for status, success, and belonging.

And here's the kicker for brands—luxury is no longer about exclusivity only. Today, it’s about creating a feeling of belonging and identity that resonates deeply with the consumer. On did this brilliantly. 💡

 Being a Trendsetter Isn’t Always Sustainable

Cloudventure LOEWE 2

On’s success proves something important: performance can blend seamlessly with lifestyle. But here’s the challenge—when a brand like On becomes a must-have in mainstream culture, it risks losing its edge. What once felt like a luxury product can quickly become just another trendy item everyone owns.

If On wants to stay at the top, they’ll have to find a way to maintain their exclusivity, keep innovating, and reinforce their brand identity. Luxury is about more than just price—it’s about creating a feeling of aspiration. And right now, On is walking that tightrope. Will they maintain their luxury status or become just another mainstream option? Only time will tell.