The World’s Fastest-Growing Running Shoe Brand in 2026 – Is On Still No. 1?

The running shoe market has changed dramatically over the past few years. Supershoes, superfoams, maximal cushioning and increasingly sophisticated running technology have transformed the industry, while newer challengers have taken market share and attention from traditional giants such as Nike, adidas and ASICS.

But what is the fastest-growing running shoe brand in the world right now? When we first looked at this question in 2023, On stood out. The Swiss company had recorded three consecutive record quarters during the first nine months of the year, with annual net sales growth of 57.2%.

Three years later, we have a much clearer picture. On wasn’t experiencing a temporary growth spurt. It has developed into a global sportswear company with more than CHF 3 billion in annual sales while continuing to produce growth rates that would be impressive for a much smaller business.

In 2025, On’s net sales increased by 30.0% to CHF 3.014 billion, or 35.6% on a constant-currency basis. Footwear sales alone increased 27.5%, while its Asia-Pacific business grew by an extraordinary 96.4%. The momentum has continued in 2026. During the first six months of the year, On generated CHF 1.682 billion in sales, representing reported growth of 14.0% and constant-currency growth of 24.0%.

At the same time, the company is expanding far beyond the traditional running market. It has entered football alongside Kylian Mbappé, strengthened its cultural positioning through its partnership with Zendaya, expanded its LightSpray manufacturing platform and doubled down on performance running with a new generation of marathon racing shoes.

So, is On still the fastest-growing shoe brand in the world? There isn’t enough comparable financial information across every footwear manufacturer to make that claim definitively. But the numbers make something else clear: On remains one of the most significant growth stories among the world’s major running shoe brands.

How fast is On Running growing in 2026?

The latest figures give us a much better picture of On’s current trajectory. In the second quarter of 2026, On reported net sales of CHF 850.3 million, representing year-over-year growth of 13.5%. At constant currencies, growth was substantially higher at 21.6%.

Its direct-to-consumer business grew even faster. DTC sales increased 26.0% on a reported basis and 34.3% at constant currencies, taking DTC to a record 45.7% of quarterly sales. On also reported global brand awareness of approximately 30%.

For the first six months of 2026, the picture looked like this:

Metric	H1 2026	Reported growth
Net sales	CHF 1.682bn	+14.0%
DTC sales	CHF 710.7m	+21.4%
Footwear sales	CHF 1.545bn	+11.5%
Apparel sales	CHF 109.5m	+46.4%
APAC sales	CHF 344.5m	+43.7%

At constant currencies, total sales increased 24.0%, DTC increased 31.6%, footwear increased 21.4%, and Asia-Pacific increased 58.1%. On’s growth is therefore no longer dependent on one successful running shoe or one geographic market. Footwear remains the core business, but DTC, apparel and Asia are becoming increasingly important growth engines.

From CHF 1.79 billion to more than CHF 3 billion

The longer-term numbers make On’s growth even easier to understand. Back in 2023, On expected full-year sales of around CHF 1.79 billion after an exceptionally strong year. By 2025, annual sales had reached CHF 3.014 billion.

That is an enormous change in scale in a very short period. It also means that On can no longer realistically be described as simply one of the industry’s best up-and-coming shoe brands. It has moved from challenger status toward becoming an established global sportswear company.

For 2026, On expects constant-currency net sales growth in the low-20% range. Based on the exchange rates used in its Q2 outlook, that would translate into approximately CHF 3.47–3.56 billion in annual net sales. Maintaining growth of this magnitude becomes progressively harder as the underlying business gets larger, which is what makes On particularly interesting among the fastest-growing shoe brands.

On wants to reach CHF 5.6 billion by 2029

On’s ambitions extend considerably beyond 2026. The company has identified Run, Sneaker and Apparel as major immediate growth pillars while expanding into new sporting categories such as football and golf.

Its financial target is ambitious. On is targeting high-teens constant-currency annual sales growth between 2026 and 2029, with annual net sales reaching at least CHF 5.6 billion by 2029. The company is also targeting a gross profit margin of at least 65% and an adjusted EBITDA margin of at least 22%.

If achieved, On would almost double the CHF 3.014 billion it generated in 2025. The story is therefore becoming much bigger than simply asking which company is the fastest-growing running shoe brand. On is attempting to turn a successful running business into a much broader global premium sportswear brand.

On is no longer an up-and-coming running shoe brand

Searches for terms such as best up and coming shoe brands, new running shoe brands and new running shoe companies show how much interest there is in challengers to the established footwear companies. A few years ago, On fitted that description almost perfectly, but it doesn’t anymore.

On was founded in Switzerland in 2010. It now sells premium footwear, apparel and accessories across running, outdoor, training, all-day activities, tennis and, as of 2026, football. Its products are available in more than 90 countries.

On has effectively graduated from being an up-and-coming shoe brand. Its next challenge is much harder: becoming one of the largest premium sportswear brands in the world.

Running remains at the centre of On’s strategy

Despite its expansion into new sports and lifestyle categories, On hasn’t abandoned the market that built the company. Quite the opposite. At its inaugural On Running Summit in Paris in 2026, the company explicitly reaffirmed running as foundational to its global strategy and introduced a refreshed running identity called Run On Clouds.

On also reorganised its running product roadmap around four sensations: Soft, Support, Energy and Speed. The idea is to make an increasingly complex range of running technologies easier for consumers to understand.

This matters when comparing the best running shoe brands in 2026. Running footwear has become technically complicated, with consumers faced with supercritical foams, carbon plates, different geometries, stack heights and numerous proprietary technologies. The best brands for running shoes increasingly need to do two things well: develop genuinely useful technology and explain which runner that technology is actually for. On appears to be increasingly focused on both.

Cloudboom Strike 2 shows how serious On has become about marathon running

On’s growth has been accompanied by a much stronger push into elite performance running. At its 2026 Running Summit, the company unveiled the Cloudboom Strike 2 and LightSpray Cloudboom Strike 2, next-generation marathon racing shoes developed using feedback from professional athletes.

The shoes introduce CloudTec Sphere geometry, a new Helion HF midsole and a curved carbon Speedboard. According to On, the new Helion HF foam is 15% lighter and 20% softer than its predecessor. The carbon Speedboard sits between dual-density foams and is designed to support smoother transitions and forward propulsion.

This development is relevant to anyone asking “is On a good running shoe brand?” On’s appeal can no longer be reduced to the unusual appearance of CloudTec. The company increasingly wants to compete directly for the performance-oriented runner buying the best running shoes 2026 has to offer, including runners searching for marathon racing shoes, faster trainers and premium daily running shoes.

On also previewed the Cloudsurfer 3 and Cloudsurfer Max 2 as part of its SS27 collection, with the broader aim of bringing elite-level technologies to everyday runners.

Why are On Running shoes so popular?

One of the most interesting questions around the company is also one of the simplest: Why are On Running shoes so popular?

There isn’t one reason. On has combined distinctive design, performance technology, premium positioning and marketing in a way that makes its shoes immediately recognisable. CloudTec originally provided that visual differentiation, and even consumers who knew relatively little about running technology could recognise the unusual hollow cushioning elements under an On shoe.

But technology alone doesn’t explain the company’s growth. On has successfully positioned itself in two markets simultaneously. It is a serious performance running shoe brand, but its products have also crossed into walking, travel, fashion and everyday wear. That dramatically increases the potential audience.

On’s Q2 2026 figures illustrate this crossover. Consumers under the age of 34 accounted for more than one-third of its customer base, with the Cloudtilt franchise performing particularly strongly among younger consumers. This combination of performance credibility and lifestyle relevance has become one of On’s biggest competitive advantages.

Is On a good running shoe brand?

For runners searching “is On a good running shoe brand?”, “is On brand good for running?” or even “what brand has the best running shoes?”, the answer increasingly depends on what kind of shoe you want.

On’s running range is much broader than it was during its early years. The company now competes across daily running, cushioning, support, faster training and elite racing. Technologies such as CloudTec, Helion, Speedboard and LightSpray have also given the company a more distinctive technical platform.

That doesn’t mean On automatically makes the best shoe for every runner. ASICS, Nike, adidas, HOKA, New Balance, Saucony and Puma all have extremely competitive running ranges. But On now clearly deserves to be included when discussing the best running shoe brands rather than simply the newest or fastest-growing companies.

CloudTec – the technology that made On famous

CloudTec remains the technology most closely associated with On. Its distinctive hollow cushioning elements compress under load and helped create a running shoe that looked visibly different from conventional EVA-based designs. That was particularly important when On was still a small challenger competing for attention against much larger brands of running shoes.

On subsequently developed CloudTec Phase, which uses sequentially collapsing cushioning elements to create smoother transitions through the stride. The Cloudeclipse represented an important example of this evolution, combining a double layer of CloudTec Phase with Helion superfoam and moving On toward the softer and more protective ride increasingly favoured by modern runners.

CloudTec was therefore more than a technical feature. It gave On an instantly recognisable design language and helped distinguish the brand in a market crowded with established competitors.

Helion and the move toward better running performance

Helion represented another important stage in the evolution of On running shoes. The technology helped the company move beyond the visual novelty of CloudTec and focus more heavily on characteristics modern runners increasingly demand: cushioning, responsiveness, stability and lower weight.

That became increasingly important as the broader running market changed. The rise of supershoes and superfoams reset expectations, and consumers no longer simply wanted a comfortable running shoe. They increasingly expected shoes to be light, soft, responsive and efficient simultaneously.

For On to compete with the best brands for running shoes, the actual running experience had to keep improving. Helion became an important part of that development and has subsequently evolved into more performance-focused variants.

Speedboard and On’s racing ambitions

Speedboard became another important part of that development. On can alter the material, thickness, shape and curvature of the Speedboard depending on the intended purpose of the shoe, which matters because there is no universal plate construction that works equally well for every type of running.

A marathon racing shoe needs different characteristics from a daily trainer. The Cloudboom Strike 2 demonstrates how far the concept has evolved, with its curved carbon Speedboard integrated with dual-density foams as part of a complete racing system rather than simply being added as an isolated plate.

This increasingly sophisticated approach helps On compete in a performance market that has historically been dominated by more established running shoe manufacturers.

LightSpray could become On’s most important technology

One of On’s most interesting developments may actually be how its shoes are manufactured. LightSpray is an automated manufacturing technology for creating footwear uppers.

According to On, conventional uppers can involve around 200 manufacturing steps across multiple facilities. LightSpray condenses that process into a fully automated single-step system. A robotic arm sprays approximately 1.5 kilometres of specialised filament to produce an ultra-light, seamless one-piece upper within minutes.

On introduced LightSpray in 2024, opened its first LightSpray production facility in Zurich in 2025 and followed with a second robotic production facility near Busan, South Korea, in April 2026.

That potentially gives On something more valuable than another successful running shoe: a differentiated manufacturing platform. Its ambitions for LightSpray now extend beyond running, which could make the technology increasingly important to the company’s wider growth strategy.

On enters football with Kylian Mbappé

One of the clearest indications that On is evolving beyond its origins as a running shoe company arrived in September 2026. The company officially announced its entry into football alongside Kylian Mbappé.

Mbappé will sit at the centre of On’s football strategy, working directly with its product teams to develop and test future football footwear and apparel. He will also serve as a global ambassador extending beyond football into performance, movement and contemporary design.

On has also appointed Thierry Henry as Director of Football. Henry had already been working with the company on its entry into football since late 2025. Swiss international and FC Barcelona player Sydney Schertenleib is also involved in product development and testing.

This is a major strategic step because football gives On exposure to an audience vastly larger than the specialist running market. But perhaps more interesting is how the company intends to enter the category.

LightSpray is moving from running shoes to football

On isn’t simply planning to attach its logo to conventional football boots. The company says it is adapting LightSpray specifically to the demands of elite football, with elite players working directly with On’s product teams to test and refine the products.

This is significant for anyone analysing the fastest-growing shoe companies because successful footwear brands need differentiation. If On can scale a proprietary manufacturing platform across running, football and eventually other footwear categories, LightSpray could become an important competitive advantage.

The Mbappé partnership therefore isn’t simply a celebrity endorsement. It is part of a broader attempt to take the technologies that helped On become one of the world’s most prominent running shoe brands and apply them to much larger sporting categories.

Zendaya shows the other side of On’s strategy

At the opposite end of the spectrum from marathon racing shoes and elite football is another increasingly important part of On’s strategy: fashion and culture.

In October 2026, Zendaya and On launched their second co-created collection, developed alongside Zendaya’s longtime collaborator Law Roach. The collection combines performance, style and everyday expression rather than positioning On exclusively as a technical sportswear company.

Among the products is a new Mary Jane-inspired interpretation of the Cloudnova Moon, combining an engineered knit upper with speed laces. The collection also includes oversized apparel and technical garments incorporating a custom python print.

The partnership helps answer another common question: Why are On shoes so famous outside running? On has built credibility in two worlds that are difficult to combine. At one end are marathon runners, professional athletes and consumers looking for the best running shoes. At the other are consumers buying footwear because of design, fashion and cultural relevance.

Zendaya strengthens the latter, Mbappé strengthens On’s global sports presence, while Cloudboom, LightSpray and elite running strengthen the former. Together, they create a much larger potential market than running alone.

Asia could be On’s next major growth engine

One of the most remarkable figures in On’s recent results comes from Asia. In 2025, Asia-Pacific revenue increased 96.4% to CHF 511.1 million, or 106.7% at constant currencies.

Growth naturally slowed against that much larger base in 2026, but remained extremely strong. During the first six months of 2026, APAC sales reached CHF 344.5 million, representing reported growth of 43.7% and constant-currency growth of 58.1%.

Japan, South Korea and Greater China have all contributed to that momentum, while Asia-Pacific accounted for more than 20% of On’s global sales in Q2. This matters because geographic expansion can extend On’s growth runway considerably. The company no longer needs to depend primarily on gaining additional share in established Western running markets.

Direct-to-consumer is becoming increasingly important

Another major shift is how consumers buy On products. During Q2 2026, DTC revenue increased 34.3% at constant currencies, compared with 12.7% constant-currency growth in wholesale. DTC reached a record 45.7% of quarterly revenue.

That gives On greater control over pricing, product presentation and customer relationships, and it may also contribute to the company’s strong margins. On reported a Q2 2026 gross profit margin of 65.4%, compared with 61.5% in the previous-year period.

This makes the On story about considerably more than simply selling more shoes. The company is trying to scale rapidly while maintaining its premium positioning and increasing the proportion of sales it controls directly.

On Running vs HOKA – two remarkable growth stories

On and HOKA make a particularly interesting comparison because both challenged conventional running-shoe design. HOKA pushed the industry toward thick midsoles, maximal cushioning and distinctive rocker geometries, while On built its identity around CloudTec and an immediately recognisable outsole.

Both initially looked unusual compared with traditional running shoes, but then the market changed. High-stack footwear became normal, premium running shoes became everyday footwear, and technical running products increasingly crossed into fashion and lifestyle. Both brands were extremely well positioned for that transition.

On and HOKA can therefore reasonably be described as two of the most important growth stories among modern running shoe brands. Determining which is currently growing fastest, however, requires like-for-like financial data covering the same periods and categories.

What are the fastest-growing running shoe brands?

There is an important difference between the fastest-growing running shoe brand, the biggest running shoe brand and the most popular shoe brand. A small company can grow 100% from a tiny base without approaching the sales of Nike or adidas, which is why percentage growth always needs context.

On is now particularly interesting because it isn’t producing rapid growth from a tiny base anymore. The company generated more than CHF 3 billion in annual sales in 2025 and still recorded 24.0% constant-currency growth during the first half of 2026.

That does not automatically make On the fastest-growing shoe brand in the world, because comparable current figures across every manufacturer aren’t available in the material reviewed here. But it unquestionably places On among the most significant high-growth companies in performance footwear.

What are the best running shoe brands in 2026?

Growth doesn’t necessarily tell you which company makes the best running shoes 2026. A fast-growing company can have excellent marketing, strong geographic expansion or simply be growing from a smaller base, while a huge established manufacturer can grow much more slowly and still make outstanding running shoes.

When comparing the best running shoe brands, ASICS, Nike, adidas, New Balance, Saucony, HOKA, On and Puma all have legitimate strengths. ASICS offers enormous depth across daily running, stability and racing. Nike remains hugely influential in supershoes, adidas has built a formidable modern racing range, and HOKA is exceptionally strong in cushioning. New Balance and Saucony have broad training ranges, while Puma has become increasingly competitive in performance running.

On now belongs in that conversation. The better question isn’t necessarily “what brand has the best running shoes?”, but rather which running shoe brand makes the best shoe for what you actually need.

What makes a running shoe brand grow?

On provides an unusually good case study of what can turn an up-and-coming shoe brand into a global competitor. Product differentiation was the first step, with CloudTec making On immediately recognisable. Continuous innovation through Helion, Speedboard, CloudTec Phase and LightSpray then prevented the company from becoming dependent on one idea.

Premium positioning has also been important because On hasn’t tried to win primarily by being cheap. Performance credibility through elite running and products such as Cloudboom strengthens its legitimacy with serious runners, while lifestyle crossover dramatically expands the potential customer base.

Cultural relevance through Zendaya, expansion into global sports through Mbappé and football, international growth in markets such as Asia and the continued expansion of DTC all add further layers to the strategy.

The result is a growth model that is becoming considerably broader than running footwear alone.

On is becoming more than a running shoe company

Running built On, and footwear still dominates its business. In 2025, footwear generated CHF 2.804 billion of On’s CHF 3.014 billion in total revenue. But apparel sales grew 68.2%, while accessories increased 124.1%.

During Q2 2026, apparel growth remained exceptionally strong at 47.7%, or 56.2% at constant currencies. Now add sneakers, football, golf and deeper lifestyle collaborations, and On is clearly attempting to create a sportswear ecosystem rather than remain exclusively a running shoe manufacturer.

That creates a fascinating strategic question for the years ahead: can On do in sportswear what it has already done in running shoes?

The On growth formula is becoming clearer

Put everything together and On’s strategy becomes easier to understand. Running remains the technological and performance foundation, while sneakers and all-day footwear broaden the addressable market. Zendaya and fashion collaborations create cultural relevance, while Kylian Mbappé and Thierry Henry give On a route into the world’s biggest sport.

At the same time, LightSpray and new foam technologies provide product differentiation, DTC and premium retail give On greater control over how its products are sold, and Asia-Pacific provides another geographic growth engine. Apparel, football and golf create entirely new categories, while the company continues investing heavily in the running shoe brand that made all of this possible.

That combination may ultimately be more important than whether On can claim the statistical title of fastest-growing running shoe brand in the world in any particular quarter.

Frequently asked questions

Conclusion – On may have moved beyond the “fastest-growing” label

When we first examined this question in 2023, On was fascinating because of how quickly it was growing. In 2026, the story is arguably more impressive. The company has gone from targeting around CHF 1.79 billion in annual sales in 2023 to generating more than CHF 3 billion in 2025, followed by another 24.0% constant-currency increase during the first half of 2026.

At the same time, the scope of the company has changed. On is developing next-generation marathon shoes such as Cloudboom Strike 2, while LightSpray is moving from running into football. Kylian Mbappé is helping lead its entry into the world’s biggest sport, Zendaya is strengthening the company’s position at the intersection of performance and fashion, and Asia, DTC and apparel are providing new sources of growth.

On is therefore no longer simply one of the best up-and-coming shoe brands. It has become a major global running and sportswear company. Whether On can definitively claim to be the fastest-growing running shoe brand in the world in 2026 depends on comparable figures from its competitors, but that may increasingly be the wrong question.

With a target of at least CHF 5.6 billion in annual sales by 2029, On is attempting to move beyond being one of the fastest-growing shoe brands and become something much bigger: one of the world’s leading premium sportswear brands.