This Sneaker Company Says You Shouldn't Expect 'Black Friday' Discounts

Core Insights - On Holding shares surged over 20% following the release of better-than-expected third-quarter results and an upward revision of its full-year outlook [2][7] - The company reported adjusted earnings of 0.43 Swiss francs ($0.54) per share, with net sales increasing by 25% year-over-year to 794.4 million Swiss francs ($994.2 million), surpassing analyst expectations [2][3] Financial Performance - On Holding raised its full-year sales growth forecast to 34% on a constant-currency basis, up from a previous estimate of at least 31% [3] - The gross profit margin is now expected to be around 62.5%, an increase from the prior range of 60.5% to 61% [3] - Adjusted EBITDA margin is projected to exceed 18.0%, up from the previous estimate of 17.0% to 17.5% [3] Market Strategy - The company will not offer Black Friday discounts, maintaining full-price sales throughout the holiday season, which reflects its premium brand positioning [4][5] - On Holding's focus on premium products, direct-to-consumer channels, and celebrity partnerships is driving its growth [5][8] Competitive Landscape - Despite challenges such as tariffs, On Holding continues to grow as a premium brand, differentiating itself from competitors who have been adversely affected [5][8] - The company is expanding its footwear and apparel lines while emphasizing innovation and higher price points [5][8]