Morning run groups, sold-out city marathons, and the growing popularity of fitness apps all reflect one trend: running is becoming part of everyday life for many Chinese consumers. As participation rises, so does demand for high-performance running shoes, intensifying competition among brands such as Nike, Adidas, Anta, Li-Ning, HOKA, and Salmon. In recent years, Swiss sportswear brand On has entered this crowded market and is rapidly gaining attention from China’s growing community of urban runners.
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The booming running market and rising consumer expectations in China
China’s sports footwear and apparel market has become one of the key growth engines in the Asia-Pacific region. In 2025, the market reached RMB 598.9 billion, and it is projected to expand further to RMB 896.3 billion by 2030. This rapid growth reflects both the rising popularity of fitness activities and broader lifestyle upgrades among Chinese consumers. As participation in running, gym training, and outdoor sports continues to increase, demand for performance-oriented sports footwear has grown significantly.
As the market expands, Chinese consumers are also becoming more demanding in terms of product quality and specialization. Rather than purchasing sports shoes purely for casual wear, many consumers now evaluate footwear based on functional performance, comfort, and technical design. According to a 2024 survey (N=1,630), the two most important factors influencing purchasing decisions are functional purpose (62.28%) and comfort (60.56%). In contrast, brand alone accounts for only 21.91%, suggesting that Chinese consumers increasingly prioritize product performance and practical value over brand prestige alone.
However, existing products in the market do not always meet these expectations. A 2025 survey (N=2,000) shows that the most frequently reported issue among sports footwear consumers is inaccurate shoe sizing (61.0%), followed by poor product quality (54.3%) and unsatisfactory after-sales service (38.1%). These findings highlight a structural gap: while demand for comfort, functionality, and performance is rising, many brands still fall short in sizing consistency, product quality, and service. This mismatch is accelerating the premiumization of the running shoe market, as consumers are increasingly willing to pay for better fit, reliability, and specialized performance.
On’s global rise and expansion into China
Founded in 2010 in Zurich, Switzerland, On quickly gained attention for its innovative running shoe design that combines advanced performance technology with exceptional comfort. The brand positioned itself as a premium running label appealing to both serious athletes and urban consumers.
Over the past decade, the company has experienced rapid global growth. According to its latest financial report, On reported net sales of CHF 794.4 million in the third quarter, representing a 34.5% year-on-year increase at constant exchange rates. Despite a challenging macroeconomic environment, the brand has continued to demonstrate strong resilience and expansion momentum worldwide.
Notably, the Asia-Pacific region has emerged as one of the fastest-growing markets for the brand. According to On’s Q4 2025 financial results, both the Asia-Pacific region and the footwear segment have evolved from supporting roles into key growth drivers for the company. Compared to the data of Q4 in 2024, footwear net sales increased by 20.8% year-on-year to CHF 687.3 million, while net sales in the Asia-Pacific region grew by 85.1%, marking the fifth consecutive quarter of triple-digit growth.
China has played an increasingly important role in this regional expansion. Since entering the Chinese market in 2019, On in China has steadily expanded its retail footprint while maintaining a selective growth strategy. According to the company’s Asia-Pacific general manager, the brand has already opened more than 65 retail stores across 26 Chinese cities. The newly opened Chengdu flagship store, covering over 500 square meters, reflects the company’s ambition to create immersive retail experiences that showcase its brand story and full product portfolio. By 2026, the number of On stores in China is expected to exceed 100, highlighting the company’s confidence in the long-term potential of the Chinese market.
How On in China and other challenger brands reshape China’s running shoe landscape
As Chinese consumers place increasing emphasis on the functionality and comfort of sports footwear, the country’s running shoe market has begun to shift. While purchasing decisions were once largely driven by brand recognition, consumers are now paying closer attention to performance, comfort, and technical features.
In this context, a group of challenger brands, including On in China, HOKA, and Salomon, has rapidly gained popularity in China. These brands focus on addressing key pain points in the market, particularly in terms of running performance and wearing comfort. Their emergence has gradually challenged the dominance of traditional sportswear giants such as Nike and Adidas, as more consumers are willing to pay higher prices for running shoes that offer better functionality and specialized performance.
Technology: The battleground of premium running shoes
Technology plays a key role in the competition among premium running shoe brands. On has built its reputation around performance-oriented innovation, emphasizing lightweight design, cushioning, and durability. Its signature cushioning system (CloudTec) is designed to provide soft landings and responsive take-offs, while propulsion plates help improve running efficiency.
The brand has also introduced LightSpray, a new upper technology that significantly reduces shoe weight while maintaining structural support. For example, the Cloudboom Strike LS, launched in the Chengdu flagship store, features an upper weighing about 30 grams and a total shoe weight of around 170 grams, reflecting On’s focus on ultra-light performance footwear.
Other challenger brands prioritize different technological strengths, targeting distinct running needs. HOKA is known for its highly cushioned midsoles designed for comfort and shock absorption, particularly favored by long-distance runners. Salomon, in contrast, focuses on stability and durability, making its shoes popular for trail running and outdoor activities.
In comparison, On differentiates itself through lightweight design and responsive performance, appealing to urban runners who prioritize speed, efficiency, and a premium running experience. As a result, consumers increasingly choose between brands not based on name recognition, but on specific performance needs and use scenarios.
Community-first branding and quiet authority
In contrast to many sportswear brands that prioritize rapid commercial expansion, On in China has adopted a “community-first, expansion-second” go-to-market strategy. Rather than relying on aggressive advertising, the brand has invested heavily in building running communities and private social groups to connect with core running enthusiasts. Initiatives such as On Run Club, promoted through WeChat mini programs and social media platforms, encourage runners to participate in training sessions and offline events. On platforms such as Rednote, discussions related to the club have generated over 10 million topic views, indicating strong engagement within running communities. Beyond running clubs, On has also launched activities such as group-paced races and running-themed podcasts, offering content and services that further integrate consumers into the brand’s running culture.
This strategy reflects what can be described as “quiet brand authority.” By prioritizing credibility among serious runners rather than large-scale marketing campaigns, On in China positions itself as a technically driven performance brand. Such community-building initiatives also strengthen customer loyalty and long-term brand attachment, reinforcing the brand’s premium positioning.
By contrast, Salomon adopts a more visibility-driven marketing strategy in China. The brand frequently collaborates with fashion retailers and streetwear brands to increase cultural exposure. For example, Salomon partnered with Chinese streetwear store Xsneaker in 2025. While On focuses on cultivating niche running communities, Salomon leverages collaborations and trend-driven marketing to reach a broader urban and fashion-oriented audience.
On in China, a lifestyle is being sold, not just running shoes
Another distinctive aspect of On’s strategy is its emphasis on lifestyle positioning rather than purely performance running. Compared with other premium running brands, On derives a more diversified share of revenue from categories beyond running. For example, around 80% of HOKA’s revenue comes from running shoes, with only about 7% from lifestyle and training products. In contrast, running accounts for around 55% of On’s revenue, while 26% comes from training and lifestyle categories, reflecting the brand’s broader positioning.
This strategy aligns closely with On’s efforts to build a community-driven brand identity. Rather than focusing solely on running as a single product category, the brand attempts to integrate itself into consumers’ everyday lifestyles through apparel, training products, and community activities.
In China, On is often grouped with Arc’teryx and Lululemon as part of the so-called “new middle-class trio” (新中产三件套)—brands that represent premium lifestyles and understated status symbols. Its pricing also overlaps with Lululemon: Core footwear of On in China typically ranges between RMB 1,000 and 2,000, while its apparel is priced between RMB 700 and 1,500, similar to Lululemon’s yoga wear and running products.
As a result, the two brands attract a similar consumer base. Many of these consumers are not hardcore athletes, but urban middle-class individuals who view sports and fitness as part of a modern lifestyle, rather than purely athletic performance.
Why On in China is standing out in the crowded running shoe market
- As more consumers incorporate fitness into their daily routines, the demand for high-performance running shoes is growing rapidly, creating opportunities for brands that combine performance with lifestyle appeal.
- Rather than relying solely on brand reputation, Chinese consumers increasingly evaluate sports footwear based on comfort, functionality, and technological innovation.
- Brands such as On in China, HOKA, and Salomon are gaining popularity by focusing on specialized performance features and targeting consumers who are willing to pay for higher-quality running gear.
- Instead of relying heavily on traditional advertising, On in China emphasizes building running communities and engaging directly with enthusiasts, strengthening loyalty and credibility among core users.
- By combining premium design, recognizable aesthetics, and a strong community culture, On in China appeals to urban consumers who see sports and fitness as part of a modern lifestyle identity.
