The Swiss brand On Running sees an opportunity for growth in Colombia given the rise of sports activity in the country. This is stated by Carolina Carrión, brand manager for Colombia, Venezuela, Ecuador and Guyanas, who explains that for now they are in multi-brand stores.
What is the history of the brand?
It is Swiss, it was born 13 years ago, it is very new to the market and has innovated from the beginning in technology and design. She was founded by three Swiss partners and in 2019 she was joined by tennis player Roger Federer as a shareholder of the brand.
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What is the concept?
Our mission is to awaken the human spirit through movement. We believe that incredible things happen when a person moves because it allows us to reach that subconscious place where inspiration is. For this reason, it is important for us to connect with the consumer.
Why do they enter Colombia?
Colombia and Latin America is a very important market. Last year it entered several countries in the region and we want to win the market.
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Colombia is a country in which sports are growing more and more, we have different marathons in the cities, the running and outdoor culture are growing, and in the casual category, consumers are already very used to moving comfortably with tennis shoes and we want complement the offer and availability for them, so that they really reach the objectives.
What is the objective in Colombia?
We are a premium brand, we want consumers to know us and prefer us, we want to be the number one brand in the three verticals that we have available.
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There’s Performance All Day/Casual, Performance Running, and Performance Outdoor. They are identified with a seal of excellence. The brand has received international awards such as ISPO BrandNew.
We know that there are brands that have been in the region for longer, but at the level of visibility, credibility, product and technology we have everything to be the best among the sports shoes for runners and athletes on the market. All products have a percentage of recycled material, are working in the circular economy and produce with the least possible environmental impact.
How do you manage the channels?
Our offer is in multi-brand stores in different cities. We have 12 retailers with different stores. We are with Falabella, Kicks, Running Balboa, Sportline, Prochampions, Malva, Calzacosta Sport, Runner Nation, Malibú Store, President, Collection and Basic Shoes. Eventually, in the medium or long term, the idea is to open stores. The other year we will launch children. For now the offer is for men and women.
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What promotional activities do you carry out?
Recently, On was held at Parque El Virrey, in Bogotá. A moment in which people were able to get closer and learn about the history of the brand, as well as the product through an exhibition. The attendees participated in movement experiences, such as the free try-on aimed at groups of invited runners, who tested the most recent Cloudmonster and Cloudsurfer releases.
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What is the portfolio you have in the country?
On has Cloudtec, Helion Superfoam, Missiongrip and Speedboard technologies. It offers a range of products ranging from footwear for road runners and hiking, sports items such as jackets, vests and sweatshirts, among others, going through a variety of options for lovers of the casual look. In practice, the objective of On is that the clothes do not sit so that people can really focus on enjoying their sport. He recently introduced his Cloudmonster or ‘cloud monster’ tennis line that guarantees extremely soft landings and maximum cushioning, for incredible energy return. It also has Cloudsurfer or ‘cloud surfer’: which uses CloudTec Phase, with which the brand introduces a new form of cushioning.
CONSTANCE GOMEZ GUASCA
Portfolio Journalist
2023-07-11 03:45:48
#Running #arrives #capture #sportswear #market
