On Running: Greenwash alert
ZURICH (SWITZERLAND), 14 JUNE 2024. The sustainability team at On had been on high alert as TV journalists were once again investigating some of its sustainability claims. Founded in 2010 by former Swiss Ironman champion Olivier Bernhard, the company rapidly gained a reputation among professional athletes, in particular triathletes, for its proprietary cushioning technology. On’s sales grew exponentially, as did its reputation, particularly when Swiss tennis legend Roger Federer became a significant shareholder and company advocate in 2019. Listed on the NYSE, the company reported CHF 1.79 billion in revenues in 2023. Its impact reports vaunted its ambition to “be the thought and action leader on sustainability in the sportswear industry.” The TV program tore apart the sustainability claims of the Cloudneo Cyclon, On’s first running shoe with a circular claim and 100% recyclability. Having investigated the firm’s supply chain, the journalists identified high risk manufacturing practices in the heart of Marseille (France), underpaid Vietnamese workers and recyclability that was still a distant dream. The sustainability team now has to enter crisis management mode and craft a proper response to journalists’ serious allegations.
- How to manage sustainability reporting to avoid greenwashing allegations.
- Developing a resilient sustainability strategy.
- Developing response mechanisms in the face of PR crises.
On, Consumer Goods, Sports Footwear
2024
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Case reference: IMD-2765 ©2026
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in Journal of Management Studies 29 May 2026, ePub before print, https://doi.org/10.1111/joms.70114
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