Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How On Running Turned Performance Into a Brand Identity
Lucas and Luna explore how On Running built a distinctive brand not just on technology but on a specific aesthetic of performance. Launched in 2010 with a single patented sole design, On grew from a Swiss startup to a publicly traded global footwear brand. Lucas breaks down how the company used its CloudTec sole as a visual signature, the role of Roger Federer as a design collaborator rather than just a spokesperson, and why the brand's focus on 'lightweight running' created a clear identity that stood out against Nike and Adidas. Luna questions whether the brand can maintain…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.