Source: Footwear News
Summary
On’s co-CEO Caspar Coppetti shares the company’s plans to focus on run specialty stores, addresses recent leadership changes, and discusses strategies to attract new consumers. Coppetti emphasizes the importance of maintaining a strong connection with specialty retailers and investing in digital transformation. On aims to cater to a broader range of customers while staying true to its performance running roots.
Our Reading
The trend returns with a new name.
On’s shift towards run specialty stores feels like a familiar play from the 90s, when performance brands prioritized authenticity. Coppetti’s emphasis on digital transformation is a nod to the current retail landscape. The brand’s attempts to attract new consumers echo the strategies employed by other performance-turned-lifestyle brands. On’s commitment to its running heritage is a clever way to maintain credibility. The brand’s next move will likely involve a high-profile collaboration.
Author: Evan Null
