How On turned garden hoses and Halloween videos into a $4 billion sports brand

# On's Path to Becoming a Premium Sports Brand On, a sneaker company that started with an innovative shoe sole design, has grown into a $4 billion business and is now positioning itself as a premium global sports brand focused on innovation and design. The company's cofounder says the best is yet to come, and they're investing in cutting-edge manufacturing technology like robotic spray systems to stay ahead of competitors like Nike. Their strategy mirrors how other athletic brands succeeded—starting with a unique product innovation and expanding into a complete lifestyle brand that gets people excited about sports.