Investment Rating - The industry investment rating is "Outperform" (maintained) [1] Core Viewpoints - The report highlights the rapid growth of the Swiss brand On, which has increased its revenue from 270 million Swiss francs in 2019 to 2.32 billion Swiss francs by 2024, achieving a compound annual growth rate (CAGR) of 54% [2][19] - The brand's market share in the U.S. has significantly increased from 0.2% in 2019 to 1.7% in 2024, indicating strong competitive positioning [25] - On's sales channels are balanced between wholesale and direct-to-consumer (DTC), with 59% of sales from wholesale and 41% from DTC as of 2024 [37] Summary by Sections Company Overview - On was founded in 2010 by former triathlon world champion Olivier Bernhard and has innovatively integrated rubber hose prototypes into running shoe designs, launching products with CloudTec® cushioning technology [2][10] - The brand has expanded globally, entering the U.S. and Japan in 2013 and China in 2018, with a strong focus on the Asia-Pacific region, which is expected to grow by 84% from 2021 to 2024 [19][25] Financial Performance - Revenue growth from 2019 to 2024 is attributed to the brand's global expansion strategy, with the Americas contributing 1.48 billion Swiss francs in 2024, accounting for 64% of total revenue [25] - The gross margin has improved from 54% in 2019 to 61% in 2024, while operating profit margins (OPM) are expected to stabilize between 7% and 10% from 2022 to 2024 [19][11] Product Strategy - On's product line is heavily focused on footwear, which accounted for over 95% of revenue in 2024, with plans to expand its apparel segment significantly in the coming years [62] - The brand's innovative technologies, such as CloudTec® and LightSpray™, are central to its product development, enhancing performance and sustainability [65][64] Marketing and Brand Positioning - On has engaged high-profile athletes, including Roger Federer, to enhance brand visibility and credibility, while also leveraging social media and community engagement in China [3][19] - The brand's marketing strategy includes a focus on professional athletes and community-driven initiatives to penetrate the core consumer base in emerging markets [3][19] Channel Strategy - The company has established a robust wholesale network with 10,500 retail partners globally, while also developing its DTC channels through e-commerce and owned retail stores [29][36] - In China, On has opened multiple retail locations, including a flagship store in Chengdu, aiming to increase its market share significantly [46][47]