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Masters of Scale · September 12, 2026 · 00:27:07

Rapid Response: On's 16-year overnight success: Zendaya, Federer, and outrunning competition

David Allemann

On co-founder and co-CEO David Allemann explains how the sportswear brand reached a $4 billion valuation over 16 years. He details why being the most premium brand matters more than being the biggest, unpacks the novel LightSpray robotic manufacturing process, and argues that the "movement class" is replacing the leisure class as the defining consumer group. Allemann also reflects on the leadership shake-up that brought him back to the CEO role and why the brand's most defining decade lies ahead.

This summary was generated from show notes and public descriptions, not from a full transcript review. Details may contain inaccuracies.

Curious

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16-Year Overnight Success Mirrors Macro Patience, Micro Speed
Allemann frames On’s rise as a 16-year overnight success, highlighting how the company’s long-term foundational work enabled its recent explosive growth.
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Novel

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The Movement Class Is Replacing the Leisure Class
Allemann argues that the "movement class" — consumers who prioritize physical activity and sport in their identity and lifestyle — is overtaking the traditional leisure class as the most influential consumer group.
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Highlights

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Premium Positioning Over Scale
Allemann states that being the most premium brand is more important than being the biggest, guiding On’s strategy to prioritize quality and brand perception over mass-market expansion.
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LightSpray Robotic Manufacturing as Innovation Philosophy
On’s LightSpray robotic process is a first-of-its-kind manufacturing innovation that embodies the company’s commitment to radical, proprietary production methods.
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Misc

✧Early prototypes were created using a garden hose for the brand's signature cushioning technology.
✧A pivotal dinner with Roger Federer in Zurich helped cement On's credibility and athlete partnerships.
✧A young designer was inspired by a Halloween YouTube video to create a key product element.
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