Swiss Sportswear Brand ‘On’ Credits Unique Positioning for Record Quarter Performance

Swiss sportswear company On Holding AG has announced impressive second-quarter results, with net sales rising 32% year-on-year to CHF 749.2 million (around US $930 million). The figures exceeded market expectations, reflecting the brand’s growing global appeal.

Swiss Brand ‘On’ Delivers Record Quarter

Investor Confidence Remains High
Even though the company reported a small loss per share, On’s stock price climbed nearly 10% following the earnings release. Investors placed their confidence in the brand’s remarkable growth momentum, fueled by robust sales and an upgraded financial outlook.
Differentiated Positioning as Growth Engine
CEO Martin Hoffmann credited the company’s record-breaking quarter to its differentiated positioning in the highly competitive sportswear industry. On continues to prioritize innovation, quality, and customer experience, strengthening its reputation as a premium yet approachable label. The company also implemented a selective price hike in the U.S. in early July, which improved both profit margins and brand perception without reducing demand.
Upgraded Guidance for 2025
Reflecting its strong performance, On raised its full-year forecast, now expecting at least 31% net sales growth in constant currency and an improved gross profit margin of 60.5% to 61%. This signals the management’s confidence in sustaining its upward trajectory.
Carving Out a Unique Niche
On’s results highlight how distinct positioning and storytelling can create long-term value. By blending high-performance design with a strong lifestyle narrative, the company has not only captured consumer loyalty but also reinforced investor trust. Its strategy proves that differentiation remains the key to success in a crowded global sportswear market.

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