How On Is Tapping Into ‘The Movement Class’ and Why Running Is at the Center of the Strategy
July 7, 2026
On co-founder Caspar Coppetti says the brand’s edge came from a bold, premium running shoe concept, relentless focus, and a willingness to ignore short-term compromises to build for the long run. He also argues that On’s unusual founder-led, co-CEO structure gives the company more bandwidth and better decisions as it scales, while preserving control and long-term stability after the IPO.
The interview frames On as trying to become the top running brand, while expanding into other sports like tennis so it is not dependent on one category. wwd
