On Running: The Brand Displacing Nike and Adidas in the Sports Market

In recent years, the athletic footwear industry has seen a significant shift in consumer preferences. While Nike and Adidas have traditionally dominated the market, a Swiss brand called On Running has positioned itself as an impressive competitor, gaining ground in key segments and even affecting the market share of these giants in countries such as Mexico.

What Has On Done with Its Product?

1. Innovation in Technology and Design

On has differentiated itself with its CloudTec technology, a cushioned sole shaped like clouds that offers a unique running sensation: soft impact and dynamic response at takeoff. This design appeals not only to serious runners, but also to consumers looking for comfort in their everyday footwear.

2. Focus on Performance and Style

Unlike Nike and Adidas, which have massive lines with multiple variations, On has focused on a selective, premium catalog that combines high performance with minimalist design that resonates with urban consumers and athletes alike.

3. Sustainability as a Key Factor

On has incorporated recycled materials and more environmentally friendly manufacturing processes, something that today is a key differentiator compared with traditional brands that are still transitioning toward sustainability.

Impact on Market Share in Mexico

Mexico is a market where running and active lifestyles are growing. On has strategically gained ground through:

• Distribution in Specialized Stores: Through retail partners such as Sportline and Martí, it has positioned its products in key locations.

• Premium but Justified Pricing: Although its shoes are more expensive than basic Nike or Adidas options, Mexican consumers are willing to pay for technology and exclusivity.

• Growth in Running Communities: On has gained followers in running and triathlon groups, where word-of-mouth recommendations have been crucial.

Although it still does not surpass Nike or Adidas in volume, its annual growth in Mexico is around 30-40%, according to industry reports.

Digital Strategy: Key to Its Expansion

1. Content Marketing and Storytelling

On has built a narrative around "running as an experience," not just as a sport. Its social media content (Instagram, TikTok) features stories of real runners, professional athletes, and product testing in urban and natural environments.

We can also observe a large amount of UGC and CGC content for this brand, using famous figures from different fields such as sports, music, and lifestyle—a perfect mix of organic, functional, and aspirational content.

2. Collaborations and Limited Editions

They have worked with figures such as Roger Federer (investor and ambassador) and launched exclusive collections that generate hype and artificial scarcity, similar to Nike's drop tactics.

3. E-commerce and User Experience

Its website does not just sell; it also educates:

• Recommendation system based on foot strike type.

• 360° videos and expert testimonials.

• Fast shipping and easy returns, key to competing with Amazon and marketplaces.

4. Use of Data and Personalization

On uses CRM and retargeting tools to maintain engagement with its customers, offering personalized recommendations and exclusive discounts to repeat buyers.

Can On Surpass Nike and Adidas?

Although it is still far from matching the size of the giants, On has demonstrated that with innovation, an effective digital strategy, and clear positioning, it can gain ground quickly. In markets such as Mexico, where consumers are looking for fresh, high-value alternatives, On is capitalizing on this demand and could continue growing at double-digit rates in the coming years.

While Nike and Adidas focus on mass-market reach, On is betting on exclusivity, technology, and community—a formula that is redefining the athletic footwear market.