Rapid Response: On's 16-year overnight success: Zendaya, Federer, and outrunning competition

0:01We took a conscious decision to embrace a lot of risk and say, hey, it sounds crazy, but crazy is good because the night is always the darkest before dawn.

0:11And you can imagine if you build over 16 years from zero to almost a 4 billion US dollar brand, you have to have a very, very strong execution engine or it will fall apart in that journey.

0:25So it's really an opportunity to build a brand that doesn't have to be ultimately the absolute biggest, but is the most premium brand of the future.

0:38That's David Alemann, co-founder and co-CEO of AN.

0:42On is the bellwether for a new generation of athletic footwear and apparel companies that are posing a significant challenge to the likes of Nike and Adidas.

0:53David explains how On is taking advantage of the increased visibility of sports in society, partnering with stars like Zendaya, Roger Federer, and others, and appealing to what he calls the movement class.