Allemann: On Running will expand into full-body apparel and tennis by 2028
David Allemann · David Allemann: How I founded On Running; Working with Roger Federer; Brand Marketing Tips | E1021 · 20VC with Harry Stebbings · May 31, 2023 · at 53:37
David Allemann is the co-founder and co-chairman of On Running. He shares the five-year expansion vision for the public sportswear brand.
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“On in five years will be a global sports brand that still very much resonates with our core community, with runners, but also has built a second sport called tennis, and is happening for you on the full body. So not only shoes, but very much also apparel, because we want you to go out to run, to move your body, but also to elevate your spirit.”
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More from David Allemann
Allemann: Roger Federer invested in On Running instead of taking cash endorsement
“But how about not us giving you money, but you giving us money and becoming a co-investor and a co-entrepreneur together with us and To our surprise, Roger said, yes, that's what I'm gonna do.”
Allemann: Perfection beats efficiency in product development over 80/20 optimization
“I feel doing something to perfection in many cases beats kind of optimizing for efficiency, especially when it comes to product. Not always true, but as somebody who's very much focused on product, I'm more 120%.”
Allemann: Living in safe, wealthy countries can inhibit entrepreneurial risk-taking
“If you're coming out of Switzerland, you're coming out of one of the richest, safest places on the planet. And that sometimes can be an inhibitor because then you're in such a safe place that you probably don't take risks anymore.”
Allemann: Hiring non-footwear designers enabled On to break shoe industry conventions
“We had asked Thilo because he's a product designer and Not a shoe designer. He had never designed a shoe. And so we felt that's a good fit with us because we also never were in the shoe business. So let's completely break conventions.”
Allemann: Minimalist Swiss design ultimately drove On's brand differentiation
“At the beginning people told us, don't do that, that you need the running shoe bling because that's gonna put you at a disadvantage and we did it anyhow. And so at first it probably was almost a little bit an inhibitor but it made it to a very distinctive desi…”