On Running: Growth, Momentum and Market Leadership in Southern Africa

Once again in 2022 and throughout 2023, Tifosi Sports and the On brand remain movers and shakers in the South African running industry. The On brand is fast becoming a recognised name – one that runners aspire to wear for both performance and everyday use.

Recent sales growth of On sneakers in South Africa includes not only lifestyle models like the Cloud 5, Cloudnova Form and THE ROGER, but also a notable rise in demand for the technical road running range. This segment now accounts for over 50% of our total On footwear sales in Southern Africa. We're also expanding our presence in run speciality stores and opening new accounts throughout 2023.

As the official distributor of On in South Africa, we’re excited to be launching a new long-distance road running shoe later this year. Designed with ultra races in mind, it’s expected to become a preferred choice for many runners tackling the Comrades 2024.

Scaling to Meet Demand

With strong business growth over the past year, the Tifosi Sports team has grown too. We’ve expanded our staff, improved logistics, and strengthened our capital structure to support continued momentum through 2024 and 2025 – all while upholding our commitment to customer service excellence.

“Quite frankly, running has become increasingly popular in recent years, especially after the Covid-19 lockdowns. The On brand appeals to the South African premium shoe consumer – to those seeking cushioned shoes and comfortable apparel that deliver performance, comfort and sleek aesthetics. Ultimately, we are a premium running sportswear brand offering superior tech in all our On products,” says Nick Zografos, CEO of Tifosi Sports.

Global Momentum, Local Success

On is currently the fastest growing premium running brand globally, bolstered by collaborations with Loewe and Bodega, and endorsements by Ronnie Fieg and Roger Federer.

“The very strong first six months of the year and now six consecutive record quarters is a testament to the incredible work and dedication our team continues to showcase every day,” says Martin Hoffmann, Co-CEO and CFO of On. “The strength of the On brand and continued exceptional growth is visible across channels, regions and products.”

“We are coming closer to our two-year anniversary since our IPO. Our product innovation engine has delivered six all-new performance shoes within 24 months, as we continue to take market share in the specialty run channel,” adds David Allemann, Co-Founder and Executive Co-Chairman of On.

Product Innovations in 2023

In 2023, Tifosi Sports launched the Cloudsurfer 7, Cloudboom Echo 3, Cloudmonster Exclusive, and Cloudswift 3 to strong acclaim. The Cloudmonster is now our best-selling On shoe in South Africa. Meanwhile, the On apparel range has seen triple-digit growth – with many items, including women’s shirts, jackets and tights, selling out due to high demand.

Protecting Our Community from Online Scams

Unfortunately, On’s success has attracted scammers. Over 14 fake websites now impersonate the brand, luring customers with false discounts and disappearing after payment. “They appear at the top of Google search results. They take your money and deliver nothing,” warns Zografos. Tifosi Sports urges all customers to purchase only through verified channels and report suspicious sites.

Looking Ahead

Our partnerships with road and trail running events continue to strengthen brand recognition across Southern Africa. As more runners try On, more of them stay. And remember – it’s not “QC” or “OC”, it’s just On.

We are deeply grateful to the entire Tifosi Sports team and all our authorised resellers in South Africa, Namibia, Botswana and Zimbabwe. Thank you for helping us build the On brand into a leading force in Southern Africa’s running community.

With much gratitude and appreciation,

Tifosi Sports CEO