On Taps 'Movement Class' With Running-Centric Strategy

On Running is strategically targeting a new demographic identified as the 'movement class,' with running at the core of its brand expansion. This approach involves a renewed focus on specialty running stores and adapting leadership to better connect with this evolving consumer base. Co-CEO Caspar Coppetti detailed this strategy in a recent interview with FN, highlighting the brand's commitment to its athletic roots while seeking broader appeal.

The 'movement class' represents consumers who prioritize physical activity and an active lifestyle, moving beyond traditional athletic pursuits to integrate movement into their daily lives. On's strategy aims to capture this segment by offering products and experiences that resonate with their values and needs. This includes not only high-performance running gear but also apparel and footwear suitable for a versatile, active lifestyle, bridging the gap between sport and everyday wear.

Coppetti emphasized the importance of specialty running stores as key touchpoints for engaging with dedicated runners and enthusiasts. These stores serve as hubs for community building and product education, allowing On to maintain its credibility within the running world. The brand's leadership is also undergoing changes to better align with its growth objectives and the demands of reaching this new consumer group. This internal restructuring is designed to foster innovation and enhance the brand's ability to respond to market trends and consumer preferences.

By centering its strategy on running, On aims to leverage the inherent appeal of the sport to attract a wider audience interested in health, wellness, and personal achievement. The brand believes that the discipline and community associated with running can serve as a powerful gateway for consumers to engage with On's broader product offerings. This focus is expected to drive both brand loyalty and market penetration within the active lifestyle sector.