Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How On Running Built a Performance Brand Through Design
In this episode of Brand Storytelling with Fexingo, Lucas and Luna explore how On Running disrupted the athletic footwear market by prioritizing design and engineering from day one. They break down the key decisions that set On apart—starting with the patented CloudTec sole, the co-founder's background as a former pro athlete and engineer, and the brand's deliberate retail strategy that avoided deep discounting. Lucas explains how On's early focus on Swiss engineering and minimalist aesthetics created a premium perception that allowed them to compete with Nike and Adidas…
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