The founders of On, the phenomenon attracting Kylian Mbappé and Zendaya: ‘Cost is not a limiting factor; our followers are willing to pay’
The running shoe segment seemed completely saturated — until On arrived and upended certainties. EL PAÍS traveled to the brand’s headquarters in Zurich and spoke with its founders to analyze and explain the interest
The founders of On, a brand gaining popularity among celebrities like Kylian Mbappé and Zendaya, have expressed that cost is not a limiting factor for their products. The brand, which was relatively unknown before the pandemic, has experienced a rapid rise in global recognition and has collaborated with notable figures such as luxury house Loewe, Zendaya, and Roger Federer, who became a shareholder in On.
The brand's latest high-profile deal is with Real Madrid forward Kylian Mbappé, who left Nike after a 20-year partnership. On's appeal to high-profile clients has contributed to its status as a cultural phenomenon that transcends the world of running.
Brief written by urgent.news from El Pais English's own syndicated text. Machine-written — may contain errors; check the original before relying on it.
