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Case Study

On Running: Greenwash alert

By Benoit F. Leleux and Dina Zubkova

13 pages

February 2026

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Reference: IMD-7-2604

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.

Learning Objective

How to manage sustainability reporting to avoid greenwashing allegations.
Developing a resilient sustainability strategy.
Developing response mechanisms in the face of PR crises.

Keywords

Sustainability, Crisis Management, Entrepreneurship, Growth, Circular Economy, Responsibility, Business Model Innovation, Technology, Public Relations, Impact, Communication, Reporting, Subscription Model, Brand Building, Ambassador, Federer, Roger, Spirig, Nicola, Good Health, Well-being, Industry Innovation, Industry Infrastructure, Responsible Consumption, Responsible Production, Climate Action

Settings

Switzerland
On, Consumer Goods, Sports Footwear
2024

Type

Published Sources

Available Languages

English

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