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Swiss Company Bets on Innovative Technology and Accelerated Growth to Compete with Nike and Adidas in the Global Market.
While Nike and Adidas face declining sales and challenges in market repositioning, the Swiss brand ON is gaining ground with a bold proposal: to produce a pair of shoes in 3 minutes. An exclusive report from CNBC Originals revealed the behind-the-scenes of this strategy that combines technological innovation, targeted marketing, and a focus on the premium segment.
In just 15 years, ON has gone from anonymity to becoming a real threat to global leaders, with accelerated revenue growth and international expansion. The latest bet is the Sprayon technology, which automates production and could transform how high-performance shoes are manufactured.
Who Is the Brand That Promises Shoes in 3 Minutes
Founded in Zurich, ON has won over high-end athletes and consumers with exclusive design and differentiated cushioning. Its growth has been fueled by strategic partnerships, such as with tennis player Roger Federer and sponsorships of new idols, like Brazilian João Fonseca.
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Despite representing less than 3% of the global market, the brand has increased its share eightfold since 2019. This performance stands out, especially at a time when historical competitors are struggling with stagnation and repositioning.
The Technology Behind Rapid Production
The Sprayon is ON’s key differentiator. The process uses a single thread approximately 1.6 km long, sprayed directly into the shape of the shoe, allowing a shoe to be completed in about three minutes.
While traditional production requires the work of up to 200 people and various manual steps, the new technique is fully automated, reducing time, waste, and assembly stages. For now, manufacturing is still limited to a few models, sold for about US$ 330.
The Impact on the Market and the Competitors’ Response
Nike still holds about 40% of the global athletic shoe market, followed by Adidas, but both have lost ground in recent years. Analysts point out that an overemphasis on direct sales and the reduction of partnerships with major retailers have opened the door for emerging brands.
ON has successfully seized this opportunity, standing out in retail and delivering premium products with aesthetic appeal and technical performance. Nike and Adidas have been trying to respond, but the Swiss competitor’s rapid growth concerns investors.
Challenges and the Future of ON
About 90% of ON’s production occurs in Vietnam, and the country may face import tariffs of up to 46% for the American market. Experts warn that transferring production to other locations is unlikely in the short term, which could lead to price increases for consumers.
Still, analysts believe that ON has enough pricing power to absorb some of the impact and maintain its expansion pace. The brand’s goal is to reach 10 billion Swiss francs in market value in the market in the coming years, doubling the number of physical stores and expanding its global presence.
And you? Would you pay more for the production of a shoe in 3 minutes, with cutting-edge technology and a focus on performance? Do you think brands like Nike and Adidas are at real risk of losing market share? Share your thoughts in the comments.
A parte horrível de toda essa história é a redução drástica da oferta de emprego. Lembrem-se: até 200 pessoas P fabricar um tênis convencional que na ON é totalmente automatizada.
Pensem bem. Não há nenhum ser na terra que seja, totalmente isolado.
🤣🤣🤣 eu paguei $15 dólares por um par de tênis ON que estava na prateleira de uma das lojas da “goodwill” aqui em Carolina do norte… tive sorte neste dia. Pq jamais teria coragem de pagar mais de 300 dólares num par de tênis
Tomara q ela leve nike a falencia