By CultureBanx Team
Actress Zendaya’s collaboration with the company behind the popular On Running sneaker is attracting younger women and helping boost revenues
Black consumers continue driving sneaker culture and athletic fashion trends, making pricing, accessibility, and brand loyalty critical
Swiss performance sneaker company On Holding (ONON +4.61%) is proving that consumers are still willing to pay for premium products even as tariffs, inflation fears, and global trade tensions continue rattling the retail industry. Actress Zendaya’s collaboration with the company behind the popular On Running sneaker, is attracting younger women and helping boost revenues. The maker of premium running shoes and activewear raised its 2026 profit forecast after posting a blockbuster first quarter, sending a strong signal that affluent and style conscious shoppers are still spending on brands tied to wellness, culture, and lifestyle.
Why This Matters: Strong earnings were fueled by soaring direct-to-consumer sales and expanding global demand. Gross margins climbed above 64%, while net income surged more than 80% year-over-year. Co-CEO Caspar Coppetti stated that Zendaya, as a brand ambassador, is helping On with its targeting of younger, female consumers, adding that a clothing range launched with the 29 year old actor is performing well.
Gross margins expanded significantly, and net income jumped more than 80% year over year. The fast growing athletic brand backed by elite performance positioning is proving that consumers are still spending on aspiration, wellness, and identity driven products even amid economic pressure. This underscores a larger consumer trend reshaping retail.
Consumers may be pulling back on discretionary purchases overall, but wellness-related spending continues to outperform many traditional retail categories. That has helped brands like On carve out market share in an increasingly crowded sneaker and apparel landscape long dominated by giants like Nike (NKE -0.02%) and Adidas (ADS.DE +1.41%).
Swiss giant On, which has become a favorite among athletes, fashion insiders, and wellness-focused consumers, sits at the intersection of performance wear and luxury branding. Backed by tennis icon Roger Federer and embraced by celebrities and influencers, On has transformed from a niche running company into a status symbol in the competitive sneaker economy.
That matters because sneaker culture is deeply tied to Black consumer influence. From hip-hop to basketball to streetwear, Black consumers have historically shaped which brands become cultural powerhouses. While Nike and Adidas have long dominated those conversations, newer brands like On are now competing for visibility among consumers seeking elevated lifestyle products that blend comfort, status, and identity.
What’s Next: Tariffs continue to loom over the apparel and footwear industry, especially as companies rethink manufacturing relationships tied to China and Southeast Asia. Many consumers are already balancing higher housing costs, student debt, and inflation-driven price increases on everyday essentials. That means discretionary purchases like $150 to $200 performance sneakers increasingly signal class positioning and lifestyle branding.
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