• Loading stock data...
Thursday, June 26, 2025

Roger Federer-Backed On Outlines Ambitious Growth Plans

  • The Swiss athletic shoe and apparel brand plans to double sales to $3.85 billion by 2026.
  • On expects to increase its sales of running, tennis, and training shoes by 20% per year in the late 2020s.
People take pictures on their phones of the New York Stock Exchange decorated with On branding.
On

On — the Swiss athletic shoe and apparel brand backed by tennis legend Roger Federer — is charting a daring path to accelerate its already impressive sales growth.

Ahead of an investor event, On said it plans to double sales to $3.85 billion by 2026, citing rapid growth in China, where it expects to bring in more than 10% of its sales by 2026 and beyond.

The company also confirmed its 2023 outlook of $1.93 billion in net sales by year’s end and said it expects to increase its sales of running, tennis, and training shoes by 20% annually in the late decade.

It’s a noble plan, but investors were not impressed, as the stock fell by as much as 9% on Wednesday after the news and dropped another 3.6% on Thursday. On previously promised, its sales would grow nearly 40% this year.

On’s most recent earnings reported net sales of $486.85 million in Q2 2023, its sixth consecutive record top-line quarter.

The Swiss company has gained more notoriety through its athlete endorsement deals: On athlete Hellen Obiri won the women’s Boston Marathon in the spring. American rising tennis star Ben Shelton had an electric run to the semifinals in the 2023 U.S. Open.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”
Wimbledon

Players Suing Tennis Begin Negotiations With Grand Slams

They may add the Slams as defendants if talks fail in 90 days.
Washington's Ben Gorsage, right, and Orland Park Sandburg's Mateo Ramiro-Garcia tangle at the start of the Class 3A state 800-meter run Saturday, May 31, 2025 at Eastern Illinois University in Charleston. Gorsage took third place, followed by Ramiro-Garcia in fourth.

Dozens of Olympic Sports Have Been Cut in Wake of House v...

Tennis, track and field, and swimming and diving appear heavily impacted.
A pack of runners during the 129th running of the Boston Marathon at Heartbreak Hill in Newton, April 21, 2025.

Boston Marathon Qualifying Changes Target Downhill Racing Company

A new rule will apply time penalties to downhill races starting in 2027.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jun 15, 2025; Oakmont, Pennsylvania, USA; JJ Spaun putts on the 18th green to win during the final round of the U.S. Open golf tournament.

‘Pandemonium’: Putter Maker Sees Sales Surge After JJ Spaun’s U.S. Open Win

The company behind Spaun’s putter is already in talks with his people.
Tom's Watch Bar
June 12, 2025

How the Pacers and Caitlin Clark Boosted One Bar’s Bottom Line

Tom’s Watch Bar hosted John Haliburton for at least five games.
June 13, 2025

U.S. Open Merch Pops Thanks to Oakmont’s Squirrel, Viral TikToks

There are more than 400,000 pieces of merchandise available at Oakmont.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
June 12, 2025

U.S. Open Cashing In on Signature Cocktail Trend With Lemon Wedge

Last year, the whiskey cocktail was served more than 50,000 times.
Nike store
June 5, 2025

Which Sportswear Retailers Are Best Positioned to Raise Prices?

Why On can more easily raise prices than Nike.
Mar 23, 2024; New York, New York, USA; Sneakers worn by New York Knicks guard Jalen Brunson (11) during warmups prior to the game against the Brooklyn Nets at Madison Square Garden.
May 21, 2025

Nike to Raise Prices on Sneakers Above $100

Kids products and Air Force 1s won’t be affected.
Arc'teryx
May 20, 2025

Expensive Outdoor Gear Is Bright Spot Amid Tariff Turmoil

Amer Sports says tariffs will have a “negligible” impact on its results.