In just over a decade since its founding in 2010, On has become one of the world’s most recognisable footwear brands. The Swiss company has done so by employing an early focus on wholesale relationships with specialty running stores over DTC. That strategy that ultimately helped the brand attract both luxury and streetwear consumers, partnerships with brands like Loewe and Kith and wholesale agreements with Nordstrom and many others.

“For us it was very clear that we are not going to be a sneakers [top seller], we are going to be a running shoe,” said On co-founder David Allemann. “If you break into the running shoe category then… that’s a very stable growth opportunity for the future.”

On the latest edition of BoF LIVE, BoF’s Daniel-Yaw Miller and Cathaleen Chen are joined by Allemann and Cristina Fernandez, managing director and senior equity research analyst of Telsey Advisory Group, to unpack what’s driving the footwear brand to new heights and what’s next.