How Swiss running shoe brand On became a global status symbol, according to CEO Martin Hoffmann

“I basically started as a chief financial officer,” he says. “It’s almost the core role, but, in a small company, you do a little bit of everything.” That early-stage scrappiness shaped how he leads today. His experience is unusually cross-disciplinary. Numbers and operations are second nature, but so is the emotional narrative of building a brand. “I learned to balance “numbers” with “narrative”,” he says. “Recognising that emotional connection and community engagement are as vital as financial performance.”

What hasn’t changed is the drive to build for the long term. Whether it’s retail expansion, product strategy or partnerships, On’s approach remains steady—and it’s a recipe for success that it aims to bring to the region. “The whole region is currently at more than 100 per cent growth. It’s more than doubling year over year.” 

One of On’s biggest moves is its partnership with tennis star and Swiss native Roger Federer. “It gave us a lot of brand awareness, which then also came together with the entrance of Roger Federer, which elevated [us] globally,” he says. Federer would go on to purchase three per cent of the brand’s equity, and now has his own collection, which spans off-court and competition-ready high-performance tennis shoes for both men and women. 

It has a trickledown effect. Sharing how it began with a “very clear understanding of the playbook of the brand”, Hoffman says he brand was able to then “duplicate it in other sports. For example, look at how we entered tennis .... with a design that really stands out on the court as an innovation product. With new ways of bringing tennis to the community. With what we call clubhouse nights.” 

Clubhouse nights removes the formality of tennis, by pairing live tennis, played by people from all walks of life, including people from music, film and journalism, with pulsating DJ sets. 

Another defining milestone for On was its public listing in September 2021. Hoffmann describes it as a turning point that allowed the brand to accelerate key priorities while remaining anchored in its core values. “Our public listing significantly enhanced visibility and provided increased access to capital,” he says. “It accelerated strategic growth in innovation, expansion, and global brand building. This cements our premium global sportswear brand position.”

That shift in structure did not come at the expense of flexibility. “To maintain agility, we retain our entrepreneurial spirit and focus on core values,” he adds. The founders, now serving as executive co-chairmen, remain closely involved in daily operations and continue to shape the company’s direction. Hoffmann notes that the streamlined leadership model helps sharpen decision-making and sustain the brand’s edge.

“We foster rapid prototyping and empowered teams,” he says. “This combination of increased capacity and agile mindset allows us to scale responsibly while remaining nimble and true to our roots.”

But growth, for On, isn’t just about footprint or figures. In Singapore, success will be measured by something harder to quantify. “It’s about bringing our full brand experience to life and deepening community engagement,” Hoffmann says. “Our mission is igniting the human spirit through movement. This is also what you can expect from the brand here in Singapore. We [want to] connect to the community of runners. The trail runners and the outdoor adventurers.”

Singapore, he adds, already embodies much of what On stands for. “The seamless integration of nature, like the park connectors, is ideal for runs,” he says. “Its blend of innovation, green spaces, and health-conscious culture, aligns perfectly with On’s DNA.”

If Hoffmann weren’t leading On, he says he’d still be building something rooted in performance and purpose. It’s not a hypothetical he seems to dwell on, though. As CEO, he’s helped guide the brand through bold moves—from opening stores when retail was in retreat, to going public at a time of global volatility. “These decisions taught me the importance of unwavering conviction in our long-term vision,” he quips. 

His favourite On product? The Cloudmonster, for its energy return and soft landings. A shoe that feels like running on clouds.

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