Performance Sneakers Boom as On Hits $3B and Humanic Expands
Swiss running shoe brand On has seen rapid growth, with revenue exceeding three billion Swiss francs in 2025. The success reflects a broader trend: performance sneakers are no longer just for athletes. Many now wear them daily, blending style with function.
Meanwhile, Austrian retailer Humanic is expanding into this market. A new sports section, launching in five locations, will focus on high-performance footwear for health-conscious customers. Performance sneakers have moved beyond running tracks into everyday fashion. Brands like Adidas, Nike, and New Balance already dominate this segment with specialised lines. On's rise to over three billion francs in revenue highlights the demand for shoes that combine comfort, durability, and style.
Humanic is now entering the space with a dedicated sports section. Called Humanic Sports, it will start with running shoes before expanding into broader fitness categories. The retailer has hired 16 new staff to support the initiative, offering models priced between €140 and €200.
Currently, sneakers make up about 25% of Humanic's total sales. The new performance segment aims to capture 4-5% of that share initially. CEO Armin Weger sees potential in the growing market, though specific marketing plans remain undisclosed as of March 2026.
The shift follows years of strong growth in sports retail. Competitors like Intersport have reported double-digit increases in outdoor and fitness sales. Humanic's move suggests confidence in the long-term appeal of performance footwear, both for athletes and casual wearers. Humanic's new sports section will launch in five Austrian stores. The focus on performance sneakers aligns with a market where functional footwear is increasingly popular. With established brands already leading the way, the retailer's expansion could tap into a segment that continues to grow.
