On isn't launching soccer shoes despite the World Cup: betting on Hyrox

News summary: On remains on the sidelines of football

The Swiss brand On, known for its innovative running shoes and lifestyle footwear, has denied rumors of an imminent launch of soccer footwear. Despite the World Cup context and the fever surrounding the king of sports, the company has confirmed that it has no short-term plans to enter that segment. Instead, On has announced its foray into Hyrox, a hybrid fitness discipline that combines running with functional exercises and is experiencing accelerated growth globally.

This strategic decision is no coincidence. On prefers to consolidate in niches where it already has a competitive advantage, such as high-performance running and functional training, rather than venturing into a saturated market like soccer footwear, dominated by giants like Nike and Adidas. The entry into Hyrox also reinforces its positioning in the fitness world, a sector that is expanding rapidly post-pandemic.

What does it mean for a footwear store?

For retailers, this news offers a clear signal: On will not compete in the soccer segment, at least for now. This maintains the status quo on store shelves, where traditional soccer brands will continue to be the protagonists. However, the bet on Hyrox opens a niche opportunity. Stores that cater to runners and fitness enthusiasts can benefit by incorporating the new line of footwear specifically designed for Hyrox, intended to offer versatility in running and strength exercises.

Furthermore, retailers should be aware of the growing Hyrox community in Spain. Although it is still a minority, more and more events and group training sessions are being organized. Having the right On models in stock could differentiate a store from the competition. On the other hand, On's decision reduces the pressure on retailers to reserve space for a new soccer range, simplifying inventory management in the short term.

What does it mean for a wholesaler?

For wholesalers distributing On, the news has direct implications. They must focus their efforts on existing categories: running, trail, and lifestyle, and prepare for the new Hyrox line. On's entry into this discipline can generate incremental demand, especially among gyms and functional training centers. Wholesalers should anticipate and order the specific models for Hyrox, which typically combine cushioning and stability for sprints and lifting.

Likewise, On's absence from soccer means that there won't be a new category to manage with its own sales cycles and competition. This allows wholesalers to optimize their assortment and avoid risks of over-dimensioning in an already crowded segment. Instead, they can deepen their relationship with retailers already working with On, offering them training on the advantages of Hyrox shoes and how to argue them to the end customer.

Spanish market context

In Spain, the sports footwear market is highly consolidated, with powerful brands in all segments. Running remains one of the most important categories, with a broad and loyal fan base. Hyrox, although still emerging, is gaining visibility thanks to the organization of competitions and the popularity of functional training. On's bet on this niche fits with the growing trend toward integrated fitness, where cardio and strength are combined.

Spanish wholesalers and retailers must consider that the local consumer is increasingly demanding and seeks brands with personality and proven performance. On already has a solid community in Spain thanks to its running shoes. The extension to Hyrox can attract a new customer profile, younger and oriented to cross-training. Those who anticipate will be able to capture a share of this market before it becomes saturated.

On the other hand, the fact that On does not enter soccer avoids a price war and promotions that could destabilize distributors. In a time of economic uncertainty, this decision provides stability and allows wholesalers to focus on what works.

Conclusion: a calculated strategy

With this move, On shows that it prefers to be a leader in specific niches rather than just another player in a mass market. For the B2B channel, the key is to adapt: retailers must adjust their assortment toward hybrid fitness, while wholesalers can leverage the brand's proximity to position themselves as references in functional training footwear. The immediate future is not about soccer, but about Hyrox and high-performance running.

"On's decision reinforces its identity as a performance brand, not a passing fad. For wholesalers, it is an opportunity to deepen a category with high customer loyalty."

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