You’ve probably seen them everywhere — on runners, at the gym, and even in the office.
Sleek and futuristic-looking with a distinct bouncy sole, these sneakers have become a quiet status symbol.
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But if you asked most people to name the brand, you’d probably get a lot of shrugs.
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This brand is ready to change that.
Despite facing global economic pressures, trade policy shifts, and a major executive shakeup, this fast-growing athletic company just posted blowout quarterly results — and it’s using the moment to double down on its premium image by raising prices in the U.S.
On is raising prices after a strong quarter.
On’s strong Q1 performance sets stage for price hike
On (aka On Cloud) didn’t just beat estimates — it soared past them. The brand reported Q1 net sales of 726.6 million Swiss francs (about $863 million), up 43% year over year. Gross profit rose 43.5% to 435.3 million francs.
Direct-to-consumer sales surged 45.3% and now represent over a third of total revenue. Wholesale channel sales climbed 41.5%, and apparel sales nearly doubled to 38.1 million francs.
Co-founder Caspar Coppetti said On is focused on what sets it apart: high-performance gear that doesn’t compromise on style. That positioning has earned the company what it calls “pricing power,” and now it plans to use it.
Related: Nike troubles mount amid huge C-suite shakeup
Starting this July, On (ONON) will raise U.S. prices on select styles as part of its upcoming fall-winter collection. The company made one thing clear: these price hikes aren’t about tariffs. They’re about brand power.
On wants consumers to see the increase as a reflection of its elevated status, not economic pressure.
It’s a bold move — and one that signals just how confident On is in the brand it’s built.
On doubles down on premium strategy amid global uncertainty
The confidence doesn’t stop with pricing.
While many companies are racing to discount or slow expansion amid macro uncertainty, On is betting big on its premium play.
“As we solidify our premium positioning in the marketplace, we will continue to focus on what differentiates us — combining performance and design with a constant thirst for innovations big and small,” said Executive Co-Chairman Caspar Coppetti in the company’s press release.
With a 90-day pause on U.S. tariffs in effect, On says its updated guidance already accounts for new duties.
Leadership changes are underway, too. Co-CEO Marc Maurer is stepping down in June after 12 years. Martin Hoffmann will become sole CEO, with new C-suite hires across innovation, supply chain, and people operations stepping in over the coming months.
But On isn’t slowing down — it’s sending a clear signal to the market: performance, design, and premium status are worth paying for.
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