On Holding's Premium Flywheel: How Innovation, Pricing Power, and Geographic Expansion Are Building a Durable Growth Machine (NYSE:ONON) - ONON Stock Research Report

## Executive Summary / Key Takeaways * On Holding is demonstrating unprecedented pricing power in athletic footwear, successfully passing through 20-40% tariff increases while accelerating gross margins to 65.7%, validating its premium positioning and insulating earnings from trade policy volatility. * The company has evolved from a running shoe specialist into a multi-category sportswear platform, with apparel growing 100% year-over-year and contributing 6.3% of Q3 2025 sales, while Asia Pacific delivers four consecutive quarters of triple-digit growth, fundamentally diversifying the revenue base. * LightSpray manufacturing technology represents a potential inflection point in footwear economics, enabling three-minute production cycles with 90% less material waste, which could structurally reduce cost of goods while creating a more resilient, localized supply chain. * Direct-to-consumer channels now drive 40% of sales with 37.5% constant currency growth, creating a superior margin profile and deeper customer relationships that generate materially higher lifetime value than wholesale-dependent competitors. * Despite accelerating fundamentals—34.5% constant currency growth and 22.6% EBITDA margins—the stock trades at 13.8x forward EV/EBITDA, compressing from prior peaks and potentially undervaluing the durability of On's premium moat in a $300 billion addressable market. ## Setting the Scene: The Premium Sportswear Upstart Rewriting the Rules On Holding AG, founded on January 6, 2010 in Zurich, Switzerland, began with a simple mission: build a better running shoe. Within its first year, the company was already producing its inaugural Cloudsurfer model in Asia and expanding across Europe, followed by U.S. entry in 2011 and Asia in 2012. This rapid global deployment from day one reveals a core characteristic: On has always thought and operated as a global brand, not a regional player scaling internationally. That DNA matters today because it explains how the company can sustain triple-digit growth in Asia while simultaneously launching revolutionary manufacturing technology in Switzerland and executing price increases in the United States. The company makes money through three interconnected vectors: performance-driven footwear (91% of Q3 2025 sales), rapidly scaling apparel (6.3% and growing), and a balanced channel mix of direct-to-consumer (40% of sales) and wholesale partnerships. What distinguishes On from Nike (TICKER:NKE), Adidas (TICKER:ADDYY), Hoka, and Puma (TICKER:PUMSY) is its unwavering commitment to premium positioning across every touchpoint. While competitors battle promotional pressures and discounting cycles, On maintains full-price selling through technical innovation, Swiss design heritage, and a community-driven brand ethos. This isn't marketing fluff; it's reflected in a 65.7% gross margin that exceeds even luxury fashion houses like LVMH (TICKER:LVMUY) and stands 2,380 basis points above Nike's 41.9% margin. On sits at the intersection of three powerful industry trends: the global running boom that has sustained double-digit category growth, the premiumization of sportswear where consumers pay for technical performance and design authenticity, and the shift toward direct brand relationships that generate higher margins and better data. The $300 billion global sportswear market is growing at a mid-single-digit clip, but the premium performance segment is expanding faster, and On is capturing disproportionate share by expanding the market rather than competing for existing shelf space. As management notes, On isn't "fishing in the same pond" as everyone else—it's creating new ponds through innovation. ## Technology, Products, and Strategic Differentiation: The CloudTec Moat and LightSpray Revolution On's core competitive advantage begins with CloudTec, its patented cushioning system that uses hollow pods to compress on impact and rebound for propulsion. This technology creates a distinct "zero-gravity" feel that differentiates On from Nike's Air/Zoom, Adidas' Boost, or Hoka's maximalist stacks. This provides tangible performance benefits that justify premium pricing while creating a sensory signature that builds brand loyalty. The technology's durability is evident in the success of franchises like Cloudmonster, Cloudsurfer, and Cloudrunner, which grew between 60% and 140% in 2024 and continue driving wholesale reorders and DTC traffic. The athlete-first innovation strategy—proving technology at elite competition before refining for everyday runners—creates a halo effect that elevates the entire product line. When the Cloudsurfer Max ranks among top-5 selling models at run specialty partners within its first month, it validates that performance credibility translates directly to commercial success. This approach builds trust with serious runners who influence broader consumer trends, creating a trickle-down effect that benefits lifestyle models like Cloudtilt and The Roger. The result is a portfolio where nine distinct footwear franchises each contribute over 5% of revenue, providing diversification within the core shoe business that competitors with hero-product dependencies lack. LightSpray technology represents On's most significant leap forward. The first factory in Zurich uses four robotic arms to produce ultralight uppers in a single three-minute automated process, eliminating 90% of material waste and enabling localized production closer to consumer demand. This is significant as it attacks the fundamental cost structure of footwear manufacturing, where labor and logistics typically represent 30-40% of cost of goods. If On can scale LightSpray from its current pilot phase to mainstream production by Spring/Summer 2026 with the Cloudmonster Hyper, it could achieve a structural cost advantage while reducing supply chain vulnerability to tariffs, shipping disruptions, and Asian labor costs. This isn't just incremental improvement; it's a potential category redefinition that could force competitors to retool or lose cost competitiveness. The apparel business, growing 100% year-over-year and surpassing 1 million units in a single quarter for the first time, functions as a "company within the company" with its own product development, customer experience, and margin profile. This is crucial because it transforms On from a shoe brand with apparel accessories into a true head-to-toe sportswear platform, increasing average order value and customer lifetime value. Apparel's 86.9% growth rate in Q3 2025 outpaces footwear's 30.4%, suggesting it's not just riding coattails but building independent momentum in running, training, and tennis categories. This diversification reduces dependence on footwear cycles and creates a second growth engine that could approach 15-20% of sales within two years. ## Financial Performance & Segment Dynamics: Evidence of a Premium Flywheel On's Q3 2025 results—CHF 794.4 million in net sales, up 34.5% constant currency—demonstrate that the premium strategy is accelerating, not maturing.

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The gross profit margin of 65.7% expanded 510 basis points year-over-year, a figure that includes temporary tailwinds but still reflects structural strength from increasing DTC mix, premium positioning, and operational efficiencies. This demonstrates On's ability to absorb 20-40% tariff increases on Vietnamese and Indonesian imports while still expanding margins, a feat that has crushed profitability at Puma and pressured Nike. The underlying margin strength validates that customers aren't price-sensitive—they're value-sensitive, and On delivers enough performance and design differentiation to command premium pricing.

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The channel dynamics reveal a deliberate strategic shift toward higher-value relationships. DTC sales grew 37.5% constant currency to CHF 314.7 million, while wholesale grew 32.5% to CHF 479.6 million. The importance of this lies in DTC customers exhibiting materially higher lifetime value and loyalty, and the 40% DTC mix provides direct consumer data that informs product development and inventory management. The omnichannel synergy is evident in retail performance: the Bangkok opening generated the highest daily sales in company history, while the Zurich flagship posted the highest monthly sales across the entire retail fleet in October 2025. These aren't just vanity metrics—they prove that physical retail drives brand elevation and customer acquisition that feeds the DTC engine.

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Geographic diversification is transforming On's risk profile. Asia Pacific grew 109.2% constant currency and now approaches 20% of total sales, up from 12% a year ago, with triple-digit growth across Greater China, South Korea, and Southeast Asia. This diversification is important because it reduces dependence on the mature U.S. market where competitive pressure from Hoka and Nike's promotional activity is intensifying. The APAC momentum, built on a foundation established in Japan since 2012, shows On can replicate its premium positioning across culturally distinct markets. Meanwhile, EMEA delivered 33% constant currency growth with the UK becoming one of the largest global markets and newer markets like France and Italy showing significant momentum, proving the brand's resonance isn't limited to Germanic regions. The balance sheet provides strategic flexibility that growth-stage companies rarely achieve. With CHF 961.8 million in cash and operating cash flow of CHF 157.3 million in Q3 alone, On is self-funding its expansion while competitors lever up or dilute shareholders. Capital expenditures remain disciplined at 2.6% of sales, reflecting an asset-light model that prioritizes brand and R&D investment over fixed capacity. The improved cash conversion cycle and inventory management—volume growing faster than value while maintaining CHF 380.6 million in stock—demonstrates operational maturity that supports the premium valuation.

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## Outlook, Management Guidance, and Execution Risk Management's 2025 guidance raise to 34% constant currency growth, 62.5% gross margin, and over 18% adjusted EBITDA margin signals confidence that extends beyond near-term momentum. The three-year strategic roadmap (2024-2026) originally targeted 26% CAGR, but On is now tracking toward 30%+, implying at least 23% growth in 2026. This indicates the premium strategy isn't a temporary positioning but a durable competitive advantage that compounds over time. The ability to raise profitability targets while absorbing tariff costs and FX headwinds demonstrates pricing power that most consumer brands lack in today's environment. The product pipeline for 2026—Cloudrunner 3 and Cloudmonster 3 in Q1, followed by LightSpray-enabled Cloudmonster Hyper—provides visibility into continued innovation cycles. This highlights On's continuous innovation, showing it isn't resting on current franchises but systematically refreshing its core while introducing breakthrough manufacturing technology. The strong order book for Fall/Winter 2026, with partners showing "deep confidence in innovation," suggests wholesale relationships remain robust despite DTC growth, providing a balanced channel strategy that maximizes market penetration. Execution risks center on three areas: LightSpray scaling, macro consumer sensitivity, and competitive response. The Atlanta warehouse automation project, while progressing, remains in live testing phase, indicating that operational improvements require careful management. Management's prudence in embedding caution for the second half of 2025 reflects awareness that premium positioning, while resilient, isn't immune to broad consumer slowdowns. However, the July 2025 U.S. price increases—skewed toward lifestyle products while protecting running pricing—show strategic finesse in balancing margin protection with market share defense. ## Risks and Asymmetries: What Could Break the Flywheel The most material risk is competitive escalation from better-capitalized rivals. Nike's recent struggles have created space for On to gain shelf space and mindshare, but a Nike turnaround could reverse this dynamic. Hoka's maximalist cushioning appeals to a different runner profile but is gaining distribution rapidly, while Adidas' recovery in lifestyle footwear could pressure On's casual offerings. This is critical because On's 2% global market share, while growing fast, remains vulnerable to coordinated competitive response from players with 10-28x its scale and marketing budgets. The premium moat is deep but narrow—focused on performance runners who value speed and design. If competitors replicate the CloudTec feel or shift consumer preference toward different performance attributes, On's differentiation could erode. Tariff policy introduces uncertainty, though On's mitigation strategy appears robust. The company has already absorbed the step-up from 20% to 40% duties on Vietnamese imports through July price increases without demand destruction. This tests the elasticity of On's premium positioning. If tariffs escalate further or if competitors eat margin rather than raise prices, On could face a choice between volume and pricing that pressures the growth algorithm. Management's confidence that no additional price increases are needed to hit 2026 margin targets suggests they've modeled various tariff scenarios, but policy volatility remains an unquantifiable risk. FX volatility poses a persistent challenge given On's Swiss franc reporting and U.S.-centric operations. The 100 basis point Q3 2025 margin benefit from USD devaluation could reverse, while SG&A expenses face headwinds from currency translation. This creates earnings volatility that may not reflect operational performance, potentially confusing investors and creating valuation dislocations. The company's natural hedge—growing APAC operations that generate non-USD revenue—will take time to balance the currency exposure. LightSpray's execution risk is asymmetric. Success could create a decade-long manufacturing advantage, but delays or quality issues could constrain product availability and damage brand credibility. The technology's complexity—requiring new robotics, materials science, and supply chain reconfiguration—means the path from pilot to scale is fraught with operational challenges that could impact 2026 product launches. ## Valuation Context: Premium Metrics for Premium Economics Trading at $43.99 per share, On commands a market capitalization of $14.52 billion and enterprise value of $13.88 billion, representing 3.88x trailing revenue and 27.74x trailing EBITDA. These multiples sit well above traditional footwear peers—Nike (TICKER:NKE) trades at 2.06x sales and 23.36x EBITDA, Adidas (TICKER:ADDYY) at 1.34x sales and 13.58x EBITDA, Puma (TICKER:PUMSY) at 0.63x sales. The valuation premium reflects On's superior growth (34.5% vs. Nike's -10%) and margins (62.4% gross vs. Nike's 41.9%). The market is pricing On as a luxury goods company rather than a cyclical footwear brand, which is appropriate given its 60%+ gross margins and 22.6% EBITDA margins that rival LVMH (TICKER:LVMUY) more than Nike. The P/E ratio appears elevated but must be contextualized by growth-adjusted metrics. For a company compounding at 30%+, such multiples are often considered digestible, reflecting the market's expectation that margin expansion will continue as DTC mix increases and LightSpray reduces cost of goods. Cash flow metrics provide stronger support: price-to-operating cash flow of 28.10x and price-to-free cash flow of 33.78x are more reasonable for a company generating $555 million in annual free cash flow with minimal capex requirements (2-3% of sales). The net cash position of CHF 961.8 million provides downside protection and acquisition currency, while the absence of dividend payments signals management's preference for reinvesting in growth. Relative to direct competitor Deckers (TICKER:DECK) (Hoka), which trades at 2.49x sales and 9.14x EBITDA with slower growth, On's premium appears justified by its diversification beyond footwear and superior margin trajectory. The key valuation question isn't whether On is cheap—it's whether the company can sustain 25-30% growth while expanding margins to 20% EBITDA by 2027. If so, current multiples will compress rapidly through earnings growth, creating attractive returns even without multiple expansion. ## Conclusion: The Premium Flywheel at Scale On Holding has evolved from a Swiss running shoe startup into a multi-category, multi-channel global sportswear platform that defies conventional competitive dynamics. The company's ability to raise prices during a tariff shock while expanding gross margins to 65.7% demonstrates a premium moat that transcends typical athletic footwear price elasticity. This pricing power, combined with triple-digit growth in Asia and the emergence of apparel as a second growth engine, creates a flywheel where brand equity funds innovation, which reinforces premium positioning, which enables further investment. The investment thesis hinges on two critical variables: LightSpray's successful scaling from pilot to production, and APAC's momentum sustaining as the region approaches 20% of sales. If LightSpray delivers on its promise of faster, cheaper, more sustainable manufacturing by 2026, On could achieve a structural cost advantage that competitors cannot replicate for years. If APAC continues compounding at triple-digit rates, geographic diversification will insulate the company from U.S. market saturation and competitive intensity. The stock's valuation compression from prior peaks, despite accelerating fundamentals, suggests the market is transitioning from treating On as a growth story to evaluating it as a durable premium brand. At 13.8x forward EV/EBITDA with 30%+ growth and 60%+ gross margins, the risk/reward appears compelling for investors willing to accept execution risk on manufacturing innovation and macro sensitivity in consumer discretionary. The premium flywheel is spinning faster, and the company has the balance sheet strength and brand momentum to maintain it through cycles.