How On Became A $12 Billion Sneaker Giant

How did a Swiss startup with zero footwear manufacturing experience take on giants like Nike and Adidas—and succeed? What began in 2010 with pieces of garden hose glued to a running shoe has grown into On, a $12 billion Swiss sportswear company challenging the biggest names in athletic footwear. Forbes sits down with On cofounders Caspar Coppetti and David Allemann at the brand's New York City flagship store to uncover the risks, early setbacks, and groundbreaking innovations that transformed a radical idea into a global sneaker phenomenon—with a little help from tennis legend Roger Federer. 0:00 How On Challenged The Sneaker Giants 2:35 From Garden Hoses To Running Shoes 5:20 The Struggle To Break Into Retail 8:37 The Roger Federer Effect 10:40 On's Next Big Moves Subscribe to Forbes on YouTube: https://www.youtube.com/user/Forbes?sub_confirmation=1 Subscribe to FORBES on YouTube: https://www.youtube.com/user/Forbes?s... Become a FORBES Member: https://account.forbes.com/membership… Gain unlimited access to Forbes' premium journalism, including breaking news, in-depth investigative reporting, daily digests, and exclusive insights. As a member, you'll get VIP access to live events featuring industry leaders, exclusive premium video content, and a seamless, ad-light browsing experience with unlimited article saving. Stay Connected Forbes newsletters: https://account.forbes.com/newsletters Forbes on Facebook: http://fb.com/forbes Forbes Video on X: https://x.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes: http://www.forbes.com Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

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