The Swiss brand On —Famous for its running shoes with minimalist design and high performance technology – it already has a landing date in Argentina. He Voto canone of the main players of the local sports market, closed an agreement to bring it to the country and already has concrete plans: in 2026 they will open the First two exclusive premisesone in one shopping and one to the street.
The brand, officially known as On Running and backed by the Swiss tennis player Roger Federerwas founded in 2010 by Olivier Bernhard, David Allemann and Caspar Coppetti, and It has established itself as a reference in the world of running, with presence in more than 60 countries. Its distinctive design and its technological approach – with development centers both in Switzerland and Portland, USA, a city considered the Silicon Valley of Footwear – made it one of the most desired brands by elite runners and amateurs athletes.
In recent years, The ON shoes became a phenomenon among Argentine high income consumersespecially in urban areas such as the City of Buenos Aires. Without advertisingthe brand managed to settle in the highest segment on the market -they form part of the “obligatory uniform” of entrepreneurs who seek Uniqlo: products that circulate on recommendation and silent prestige, rather than massive campaigns.
“The ons house of ON prefers the premises to the street, with the idea that if someone wants an ON shoe, you have to go to look for it. But we also know that shopping malls are key to generating traffic and positioning a new brand in the country,” said Federico Farina, CEO of the BISA group.
-Climbing time
The arrival of ON is framed in a broader strategy of the BISA group for expand its brand portfolio and win scale in the competitive local market. In the last two years, the company incorporated brands such as the Japanese Mizuno and the Italian Lotto Champions. Currently, the company reaches about 4% of the sports market, but its goal is Duplicate that participation at 8%.
“We seek to complement brands to cover different segments. Today we do not participate in very popular categories such as football, but we see a great opportunity in high quality niches and technology such as running,” Farina said.
A Local Base Bet
Although the Argentine situation usually oscillates between protectionist and opening models, in bisa they are convinced that The national industry still has a key role. The company has its own plant in Hurlingham that uses 250 personas and produces more than 400,000 garments per yearmainly for the domestic market. From there, they dress the national selected hockey – the lionesses and the lions – among other clients.
“Our plant gives us response speed. For example, when we won the contract with the Argentine Hockey Confederation, only two months were missing for the World Cup. If we had to produce in Asia, we would not have arrived”Farina recalled.
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