What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 21% → 24% | +3pp |
| Consideration | 16% → 19% | +3pp |
| Claimed Usage | 10% → 12% | +2pp |
| Preference | 8% → 11% | +3pp |
What's behind the growth
On has focused its UK brand investment on retail expansion, athlete visibility and global campaigns. It opened its third London store at Battersea Power Station in April 2025 and its fourth in Kensington in January 2026, giving London more On stores than any other city in the world.
Martin Hoffmann, On's then CEO and CFO, noted on its Q1 2026 earnings call that "the U.K., a market with a strong taste-making sneaker community, as well as engaged runner base, showed strong momentum." Its sponsored runner Hellen Obiri finished second in the 2026 London Marathon in a personal-best 2:15:53.
Globally, its Zendaya-fronted "Zone Dreamers" and "Be Every You" campaigns, plus its LOEWE collaboration, have kept On visible in pop culture.
The shoes are sold on on.com and in On's own UK stores.
