Coo Britt Olson via Ons Way from Underdog to Global Player

On can no longer be referred to as an outsider. The Swiss sports brand recorded impressive growth for years and is now one of the sizes of the industry, side by side with Nike, Adidas and Puma. This made on the way from the start-up via the scale-up to the global group. A development that also requires new considerations internally, as Chief Commercial Officer Britt emphasized Olson at the World Retail Congress in London.

It is a phase with which many growing companies have to deal with. On is no longer the small company it was when Olson joined the team a few years ago. “You want to keep the corporate culture, but at the same time you have to critically question what we really need today,” says Olson.

With culture, Olson also means focus on innovation and sustainability. When she joined the company as an American, she wondered why on marketing did not focus more on innovation and sustainability. Smiling, she looks back that she was told at the time that it was simply part of being a Swiss, ‘then innovation and sustainability is in your DNA’. On therefore, ON wants to stick to the brand’s premium feeling that goes hand in hand with it, according to the COO.

Switzerland’s reputation as a location of the innovation played on international growth. The small Swiss flag, which is emblazoned on the on-on shoes, was very well received, especially on the US market, reports Olson. The success was also supported by the prominent participation of tennis legend Roger Federer, who holds shares in the company and regularly appears in advertising as a testimonial.