View image in fullscreen A pair of On shoes being put through their paces at the factory in Zurich. They ordered 1,200 pairs of shoes, which they sold at running meets before convincing some specialist retailers to place orders. View image in fullscreen Also onboard with On is the actor Zendaya, who starred most recently in Dune and Dune 2. On says it has grabbed as much as a fifth of the running shoe market in the UK and other European countries. View image in fullscreen David Allemann, co-founder of the On sportswear brand, at On Labs in Zurich.

Source: The Guardian January 11, 2026 12:01 UTC