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d.MBA

102- ON - Business Design Teardown

Jan 31, 2024
Discover the fascinating story of ON, a Swiss brand revolutionizing the athletic footwear industry with its CloudTec technology and unique sneakers. Learn about ON's technology breakthroughs, founder's dedication to innovation, and the fierce competition it faces. Explore ON's potential for expansion into new market categories, from circular subscription models to catering to niche markets and transitioning into lifestyle and fashion. Delve into interesting discussions on revenue comparison, technology in sports, impressive gross margins, IPOs, and Roger Federer's investment earnings.
01:58:11

Podcast summary created with Snipd AI

Quick takeaways

  • On targeted the triathlon market with an innovative running shoe designed for superior performance and comfort.
  • On positioned themselves as a premium brand with unique design features to capture a wider market.

Deep dives

Specialty Market Focus and Innovation

On initially targeted the specialty market of triathlon, offering a unique and innovative running shoe that combined speed and comfort. The founder, Olivier Bernhard, used a hose pipe prototype to create a shoe that provided soft cushioning, responsiveness, and propulsive energy. This design appealed to triathletes and long-distance runners who were looking for a shoe that could handle various distances and provide superior performance. They took a grassroots approach to distribution, partnering with specialized mom and pop stores and using unconventional sales tactics to get retailers to try their shoes.

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