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Swiss sneaker giant On has tapped FKA Twigs to launch a new training apparel line, its latest category following earlier moves into lifestyle footwear and tennis apparel.
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Sportswear brands can lean into innovation, technology and collaborations to build credibility with outdoor-focused consumers, explains On's co-founder for The State of Fashion 2024.
On hasn’t taken long to turn its unconventional performance-running shoes into one of the world’s most recognisable footwear brands. The Swiss company, launched in 2010, has won credibility with the running elite while cultivating a loyal fashion fanbase, with support from tennis star Roger Federer.
Brands like Asics, Hoka and Salomon have by some measures elbowed out basketball shoes as the secondhand market’s hottest sneakers.
Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.
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On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
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The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
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