Born in the Swiss Alps
On (on-running.com) scores 90 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Sports & Fitness brands, Fashion & Apparel brands, E-commerce brands, in the 97th percentile of 3425 Sports & Fitness brands.
On is a performance footwear and apparel brand that originated in the Swiss Alps and is known for its patented cushioning system, which activates specifically during the landing phase of running. The company positions itself as a premium Swiss performance brand, combining technology and design to serve runners, athletes, and active individuals. On's product line spans running shoes and related athletic apparel, sold through e-commerce and retail channels, with a mission centered on inspiring movement through innovative performance products.
| Brand Name | On |
|---|---|
| Domain | on-running.com |
| Industry | Sports & Fitness, Fashion & Apparel |
| Founded | 1945 |
| Headquarters | New York City |
| Main Competitors | Nike (97/100), Adidas (84/100), Hoka (65/100), Brooks Running (89/100), Asics (81/100), New Balance (82/100), Salomon (73/100), Under Armour (86/100) |
Moz Domain Authority 65/100 vs category average 45 / leader 94 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #31,215 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
On has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Born in the Swiss Alps, On running shoes feature the first patented cushioning system which is activated only when you need it - during the landing." (Meta description: 26 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on Facebook, Instagram, LinkedIn, X (Twitter), YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is On?", Claude could identify the brand as of September 2026. On is a Swiss sportswear company founded in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti, best known for its running shoes featuring the distinctive 'CloudTec' hollow-pod sole technology that provides cushioning on impact and firmness for push-off. Best known for CloudTec cushioning technology in running shoes, popularized by triathlete Olivier Bernhard's design.
When asked "Best brands similar to On?", Claude would recommend On as of September 2026. On is a major, fast-growing player in performance running and athletic footwear, so it would naturally come up alongside brands like Hoka, Brooks, and Nike.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
On's main competitors in Sports & Fitness: Nike (97/100), Adidas (84/100), Hoka (65/100), Brooks Running (89/100), Asics (81/100).
Sources: Brand Analyzer scan
On has strong AI-search visibility, scoring 76/100 on Brand Analyzer's AI visibility composite (visibility 75, trust 79, recommendation 75). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: On official site
On was founded in 1945. On operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
On is headquartered in New York City. On operates in the Sports & Fitness category.
Sources: Wikidata
On scores 75/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: On official site
On can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: On official site
On scores 76/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
On has a moderate AI-visibility profile at 76/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (79/100) and its weakest is recommendation likelihood (75/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #31,215 (Tranco). In a live check, Claude could already identify On from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to On: Peloton (90/100), NOW (90/100), Orangetheory Fitness (90/100), Orvis (90/100).
A step up - brands to learn from: Yonex (91/100), Yakima (91/100).
Category leader: Complex (97/100).
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