Co-founder Caspar Coppetti spoke to me about On's shifting marketing strategy and making inroads into fashion. He also provided an update on the brand's LightSpray manufacturing tech and much more.
Very timely and interesting read! I've been thinking quite a bit about On's expansion into different sports categories, specifically F1 and a possible collaboration with someone like Carlos Sainz, for example. With F1's (imo) weird positioning in the the fashion, cultural space atm, I think there's still a lot of potential for really fun collaborations with drivers, especially in the luxury sportswear space. For instance I am excited to see how the Lewis Hamilton and Lululemon collab plays out. With Carlos specifically, he makes sense, because he is seen as the sports enthusiast of the grid - he's into golf, cycling, football, padel etc. He is also stepping into beauty and fashion with his Loreal ambassadorship and Hackett London SS 25 campaign feature, so it shows an interest in becoming a bit more than just another F1 driver and being more in the "pop culture zeitgeist". If you could not tell I would really love to see the two working together haha.
Very timely and interesting read! I've been thinking quite a bit about On's expansion into different sports categories, specifically F1 and a possible collaboration with someone like Carlos Sainz, for example. With F1's (imo) weird positioning in the the fashion, cultural space atm, I think there's still a lot of potential for really fun collaborations with drivers, especially in the luxury sportswear space. For instance I am excited to see how the Lewis Hamilton and Lululemon collab plays out. With Carlos specifically, he makes sense, because he is seen as the sports enthusiast of the grid - he's into golf, cycling, football, padel etc. He is also stepping into beauty and fashion with his Loreal ambassadorship and Hackett London SS 25 campaign feature, so it shows an interest in becoming a bit more than just another F1 driver and being more in the "pop culture zeitgeist". If you could not tell I would really love to see the two working together haha.
I hope On is reading this!! Some serious ideas in here! Carlos x On x F1 would be incredible.
The rising star of the sportswear industry!