Swiss Performance Running Shoes & Clothing
On (on.com) earns a Brand Analyzer score of 86 out of 100, placing it in the Strong Brand tier among Sports & Fitness brands, Fashion & Apparel brands. Among 522 Sports & Fitness brands analyzed, On ranks in the 97th percentile (category average 67, leader 97). 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. Dimension scores: Name Quality 95/100, Digital Presence 82/100, Visual Identity 95/100, Messaging Clarity 100/100, Trust Foundation 74/100, AI Discoverability 85/100, Brand Authority 83/100.
On is a brand of premium Swiss-engineered performance running footwear and apparel. Its running shoes feature a patented cushioning system activated only during landing. The brand positions itself for athletes and active individuals seeking high-performance running shoes and clothing. It is categorized under Sports & Fitness and Fashion & Apparel. Its mission states that amazing things happen when we move.
| Brand Name | On |
|---|---|
| Domain | on.com |
| Industry | Sports & Fitness, Fashion & Apparel |
| Founded | 1945 |
| Headquarters | New York City |
| Main Competitors | Nike (95/100), Adidas (84/100), Brooks (82/100), Hoka (65/100), New Balance (82/100), Asics (81/100) |
Moz Domain Authority 71/100 vs category average 29 / leader 93 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #14,013 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.
Social footprint: verified profiles on Instagram, LinkedIn, X (Twitter), YouTube, GitHub; no detected presence on Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
On scores 72/100 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 72/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (80/100) and its weakest is trust (62/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #14,013 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
On offers premium Swiss-engineered performance running footwear and apparel. Its running shoes feature the first patented cushioning system which is activated only when you need it - during the landing. The brand is categorized under Sports & Fitness and Fashion & Apparel.
Sources: On official site
On is a brand of premium Swiss-engineered performance running footwear and apparel. Its running shoes feature the first patented cushioning system which is activated only when you need it - during the landing. The brand is positioned for athletes and active individuals seeking high-performance running shoes and clothing and is categorized under Sports & Fitness and Fashion & Apparel.
Sources: On official site
On produces premium Swiss-engineered performance running footwear and apparel. Its shoes incorporate a patented cushioning system activated only during landing. The brand's mission states that amazing things happen when we move, and its value proposition centers on this cushioning technology for athletes and active individuals.
Sources: On official site
On's main competitors include Nike (95/100), Adidas (84/100), Brooks, Hoka, New Balance. These companies compete in the Sports & Fitness space for similar customers, offering comparable products or services.
Sources: On official site
On and Nike are competitors in Sports & Fitness. Brand Analyzer scores On at 86/100 and Nike at 95/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: On official site
On is known for its running shoes that feature the first patented cushioning system which is activated only when you need it - during the landing. The brand is positioned as premium Swiss-engineered performance running footwear and apparel inspired by athletes.
Sources: On official site
Popular alternatives to On include Nike (95/100), Adidas (84/100), Brooks, Hoka, New Balance. Each is an established option in the Sports & Fitness space; the best fit depends on your specific needs, budget, and required features.
Sources: On official site
On is used by athletes and active individuals seeking high-performance running shoes and clothing. The brand's positioning is premium Swiss-engineered performance running footwear and apparel inspired by athletes, and its target audience is athletes and active individuals.
Sources: On official site
On has moderate AI-search visibility, scoring 72/100 on Brand Analyzer's AI visibility composite (visibility 75, trust 62, recommendation 80). 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 80/100 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
Ranked closest to On: Formula 1 (86/100), Cricbuzz (86/100), adidas (84/100), Gillette (84/100).
A step up - brands to learn from: Skechers (91/100), MLB.com (91/100).
Category leader: LEGO (97/100).