A quiet shakeup is underway in the world of athletic footwear. While big names dominate headlines with splashy lifestyle drops and celebrity campaigns, a growing number of serious athletes are walking away. They’re not chasing trends, they’re chasing performance. Something that has been lost in translation between brands and the people who use their products day in and day out.
On tracks, trails, and specialty store floors, the story is changing. It’s not about hype or high fashion anymore, it’s about who still understands what real runners need. And oddly enough, the brand once synonymous with performance seems to be drifting from the very community it built its legacy on.
A Global Running Boom Nobody Noticed
From Berlin to Sydney, running culture is undergoing a renaissance, and legacy brands barely noticed. While Nike and others chased sneaker drops and influencer tie-ins, distance running communities around the world quietly built their own ecosystems.
Specialty shops flourished, performance-focused gear gained traction, and brand loyalty shifted to companies that showed up where runners train, race, and connect. The pattern is global, signaling more than a trend, it reveals a disconnect between lifestyle-driven marketing and the values of athletes who view running not as fashion, but as a way of life. And in that space, new contenders are thriving.
When Nike Ruled the Road
Nike didn’t just dominate running, it defined it. For years, marathon champions, amateur athletes, and specialty retailers viewed the swoosh as synonymous with peak performance. Nike’s influence ran deep, rooted in years of technical innovation and visible investment in the running world.
From gait analysis in local stores to gear tailored for endurance, the brand’s presence was felt everywhere serious runners gathered. This wasn’t just business, it was a relationship built on mutual trust between athlete and brand. That history makes the current shift all the more striking, as many now question whether Nike still prioritizes the communities that once fueled its credibility.
Performance Took a Backseat—and Runners Noticed
Nike’s pivot toward lifestyle marketing came at a cost. As it focused on retro styles and direct-to-consumer fashion lines, core runners began to feel overlooked. Local store owners noticed fewer brand reps showing up at races, fewer demos, and less investment in grassroots events.
Meanwhile, values like sustainability and innovation became increasingly important to a new generation of runners, values many felt weren’t being reflected by the legacy brand. The gap widened, and into it stepped brands that understood runners wanted more than nostalgia. They wanted performance, purpose, and community. And they weren’t afraid to look elsewhere to find it.
How On Running Showed Up
On Running didn’t just appear; they targeted the opening Nike left behind. The Swiss brand doubled down on the performance community, focusing on specialty stores, grassroots clubs, and technical credibility. Founders understood that real loyalty comes from expert conversations and side-by-side comparisons; not from billboards or hype.
By investing in places where performance gear gets validated, On embedded itself in the culture of running. It wasn’t about flashy endorsements; it was about earning trust, runner by runner, through product demos, informed reps, and authentic support. That strategy turned On into a brand runners talked about, not because they were told to, but because they wanted to.
Nike’s Home Sees A Shift
In Portland—Nike’s home turf—local running clubs now see On and other brands like Hoka and New Balance showing up with demos and drinks after group runs. This shift isn’t just symbolic; it reflects a realignment of brand loyalty on the ground. From Liverpool to Berlin, runners and store owners report the same pattern: the brands showing up are the ones earning trust.
On’s steady presence at grassroots events contrasts sharply with Nike’s retreat, reinforcing a deeper truth. Serious runners reward engagement, not legacy. And the companies building real relationships are the ones winning shelf space, credibility, and long-term loyalty.
Runners Speak—and Their Message Is Clear
The disconnection isn’t just anecdotal—it’s deeply felt. Longtime runners describe frustration with brands that prioritize image over substance. In-store employees, often the front line of brand education, notice when support disappears and technical insights dry up. These aren’t casual buyers, they’re informed athletes who recognize genuine innovation.
And when they feel abandoned, their loyalty shifts. Brands like On gain traction by speaking the runner’s language, not with slogans but with product depth and visible investment. For those who take their training seriously, marketing flash won’t cut it. They want brands that reflect their values, their habits, and their sport’s true spirit.
Why Specialty Stores Became the New Battleground
While major brands rushed to online sales and mass retail, On took a different path. It prioritized the 10,000 specialty running stores around the world, places where elite runners, coaches, and passionate amateurs go for trusted advice. These stores don’t just sell shoes; they shape opinion.
On’s presence here wasn’t passive, it provided staff training, demos, and tailored product insights. That attention paid off, earning the brand credibility from the people who matter most. As competitors chased volume, On chased influence, proving that the right partnerships in the right places can drive growth without a single celebrity campaign or viral ad.
Authenticity Is the New Currency
Today’s runners want more than a brand story—they want values that match their own. Younger athletes, particularly millennials and Gen Z, are choosing products based on sustainability, community support, and real performance. The booming athleisure trend created space for this shift, opening the door for brands like On to offer not just comfort, but credibility. These runners are informed, intentional, and willing to spend more for what they believe in.
Social media only amplifies this, turning everyday training into powerful brand endorsements. In this new authenticity economy, marketing alone isn’t enough. Substance wins, and runners are holding brands accountable.
What On’s Rise Says About the Future
On Running’s aim to hit $4 billion in revenue by 2026 seems ambitious—but not unrealistic. With only 9% brand awareness in its largest market, the potential is massive. Nike’s acknowledgment of its slip in the “critical running category” reveals what’s at stake. Legacy brands must now rethink how they connect with their most serious users.
The lesson is clear: dominance today doesn’t guarantee loyalty tomorrow. In a values-driven market, brands that neglect core communities risk being replaced by those who show up, listen, and evolve. For On, that evolution began by listening to the very runners the giants forgot.
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