Success of the Swiss sports brand On: Is it working for them

Marketing people always say that it's not a bad thing if a brand divides people—quite the opposite—because that at least shows that people care. Well then—it must be a good sign that almost everyone has an opinion about On's air-cushioned shoes, and that in their hometown of Zurich, all sorts of stories about the company are served up to you, without being asked. It's almost "cult-like" there. Before, during, and after work, all the employees want/need to exercise together. The "Onnies" even have washing machines at their disposal for their sweaty clothes (their own brand, of course). Everyone is vegan or at least vegetarian. And the name of this office tower in Zurich West alone: Not just On Headquarters or On Tower, but "On Labs." Could it be more pretentious? But the slander claims that this lab produces sneakers worn primarily by retirees, boomers, and consultants with a penchant for tech gadgets. And Alice Weidel, of course.