One fast-rising sneaker brand is going against the grain, and it’s about to cost you. While competitors cut prices to keep shoppers interested, this sleek and quietly popular company is raising U.S. prices starting this July.
The move may sound risky, but it’s rooted in record-breaking sales and a bold belief that consumers will pay more for standout design, performance, and identity. The company isn’t reacting to tariffs or inflation. This is a strategic power play.
The Shoes You See Everywhere, But Can’t Name
They’re all over, on running trails, in yoga studios, even in tech offices. Minimalist, futuristic, and built with a sole that looks like it’s hovering above the pavement, this brand’s shoes are instantly recognizable, yet oddly anonymous.
Ask around, and most people won’t know the name. That’s by design. Without relying on hype or celebrity partnerships, this brand has built something rare: organic popularity. Its reputation is powered by performance, comfort, and design rather than flash.
Now, it’s getting ready to cash in on that quiet momentum with a pricing move that signals serious confidence in its place at the top.
On Cloud Is Raising Prices
On Cloud, the Swiss-born disruptor, is taking over high-performance footwear. Following a blowout Q1, 726.6 million Swiss francs ($863 million) in sales, up 43% year-over-year, On announced it’s raising U.S. prices this July. It’s not about inflation. It’s about power.
Co-founder Caspar Coppetti says the company has “earned” this pricing move. With direct-to-consumer sales soaring and wholesale channels thriving, On is betting that fans understand the value of what they’re buying. This isn’t a desperate brand squeezing customers, it’s a fast-growing company asserting its premium status in a market flooded with discount noise.
Performance Meets Swiss Precision
On found its niche by doing something other brands couldn’t: combining elite-level athletic performance with design that blends seamlessly into everyday life. Powered by its patented CloudTec sole, On delivers soft landings and explosive takeoffs, while its clean lines and neutral palettes make the shoes wearable just about anywhere. The gear isn’t just stylish, it’s engineered.
Add in sustainable materials and production values, and you’ve got a shoe that feels as good ethically as it does underfoot. On didn’t chase trends, it built its own lane. Now, it’s using that distinct position to justify its boldest move yet.
The Numbers Say It All
When a brand grows this fast, people take notice. On’s Q1 results crushed expectations: sales jumped 43%, gross profit rose to 435.3 million francs, and direct-to-consumer revenue now makes up over a third of its business. Apparel sales nearly doubled. Regional momentum is just as strong, with 130% growth in Asia-Pacific and 32.7% in the Americas.
Consumers aren’t just trying On, they’re sticking with it, even at full price. That loyalty gives On something rare in retail today: leverage. When your product moves without markdowns, raising prices isn’t just possible, it’s smart. The data backs up the swagger.
A Price Hike Built on Strength, Not Struggle
Most brands raise prices because they have to. On is doing it because it can. The company made it clear: this isn’t about inflation or tariffs, it’s about positioning. On wants customers to see the price hike as a mark of quality, not a financial squeeze.
Coppetti put it simply: their focus is on what sets them apart, innovation, performance, and design. This is pricing as a brand strategy, not survival tactic. When customers believe in the product and the mission, they don’t just tolerate higher prices, they see them as proof they chose wisely.
New Leadership, Same Ambition
As it raises prices, On is also reshaping its leadership team. Starting July 1, co-CEO Marc Maurer steps down, with Martin Hoffmann taking over as sole CEO. Four new senior hires join from big-name companies like Spotify, Specialized, Levi’s, and Axel Springer, reinforcing On’s ambition to scale globally.
While most companies pull back during uncertainty, On is expanding its C-suite, showing confidence in both direction and momentum. These aren’t placeholders, they’re architects for what’s next. It’s clear: On isn’t just adjusting to stay afloat. It’s retooling for long-term dominance.
Going Premium While Others Slash Prices
While competitors run clearance sales and mark down inventory, On is taking the opposite approach, and it’s working. Nearly 80% of footwear shoppers say they’ve skipped purchases due to price, yet On remains firm on value and vision. The brand sees strength in not participating in the discount wars.
While others chase volume with coupons and bundles, On sticks to simplicity: fewer styles, better materials, sharper focus. In a sea of sameness and promotional fatigue, On’s steady course cuts through. Higher prices might seem risky, but for On, they reinforce a clear message, this isn’t fast fashion. It’s performance redefined.
One Brand’s Move Could Reshape the Market
On’s bold pricing shift could ripple through the entire sneaker industry. If it works, expect other premium brands to follow, turning away from endless discounts and instead focusing on differentiation.
For giants like Nike and Adidas, On’s trajectory presents both a challenge and a model: stay mass or go premium? By proving that consumers will pay for innovation, On is rewriting the playbook. And for newer brands, it’s a roadmap, don’t race to the bottom. Build trust, deliver quality, and customers will stay, even as prices climb. This isn’t just one company making a move. It’s a signal of where the industry might be headed.
The Price of Progress Starts This July
Starting this July, On’s U.S. fans will start paying more, but that’s exactly the point. The brand is sending a clear message: it’s not chasing shoppers, it’s inviting the right ones to stick around. On isn’t selling hype. It’s selling performance, design, and reliability. The price hike isn’t a burden, it’s a badge.
For customers who’ve felt the difference underfoot, the value’s already clear. For On, this isn’t a one-time adjustment, it’s a long-term strategy built on belief in the product. In a market built on churn, On is playing the long game, and the future, they believe, is worth paying for.