On misses Q2 sales estimates
Analysis based on 6 articles · First reported Aug 11, 2026 · Last updated Aug 11, 2026
On's shares dropped 14% in premarket trading after missing sales estimates, reflecting investor concerns about consumer demand and tariff costs. The miss also highlights broader pressure on premium sportswear brands, as seen in Adidas' recent 12% share drop after its own earnings miss.
Sportswear brand On Holding reported second-quarter net sales of 850.3 million Switzerland — Swiss francs ($1.05 billion), missing analysts' estimate of 878.16 million francs. The miss was attributed to a tougher consumer environment and higher costs from U.S. tariffs. On executives emphasized prioritizing profitability over sales volumes, and the company raised its full-year gross profit margin outlook to at least 65% from 64.5%. On also widened its full-year net sales outlook to 3.47-3.56 billion francs on a constant currency basis. Sales growth in the Americas slowed to 13% from 17% in the prior quarter, while Asia-Pacific sales rose 54.7%. The company's U.S.-listed shares fell 14% in premarket trading. On has been gaining market share from Nike, Inc. and Adidas.
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