Stock of the Day

August 13, 2025

ON (ONON)

$35.11
-$0.39 (-1.1%)
Market Cap: $22.65B

About ON

On Holding AG engages in the development and distribution of sports products such as footwear, apparel, and accessories for high-performance running, outdoor, all-day activities, and tennis. It sells its products worldwide through independent retailers and global distributors, its own online presence, and its own stores. The company was founded by David Allemann, Olivier Bernhard, and Caspar Coppetti in January 2010 and is headquartered in Zurich, Switzerland.

ON Bull Case

Here are some ways that investors could benefit from investing in On Holding AG:

  • On Holding AG is currently trading at $35.11, which is significantly below the consensus price target of $43.17 set by twenty-eight ratings firms, suggesting potential upside for investors who believe the market has overreacted to recent earnings misses.
  • Management has set an ambitious long-term growth target of at least CHF 5.6 billion in annual sales by 2029, which approaches $7 billion, indicating a strategic push to expand from a specialist running-shoe brand into a broader sportswear competitor while maintaining premium pricing.
  • Key insiders, including CEO Caspar Coppetti and Olivier Bernhard, demonstrated confidence in the company's future by purchasing 65,000 shares each at an average price of $30.67 in August 2026, signaling that leadership believes the stock is undervalued relative to its intrinsic worth.
  • The company has shown strong revenue momentum, with quarterly revenue growing 13.5% year-over-year to $1.05 billion in the most recent quarter, and analysts forecast earnings per share of $1.51 for the current fiscal year, reflecting continued operational expansion.
  • On Holding AG maintains a healthy balance sheet with a debt-to-equity ratio of 0.25 and a current ratio of 2.83, providing financial flexibility to fund its global distribution network and store expansion without excessive leverage risk.

ON Bear Case

Investors should be bearish about investing in On Holding AG for these reasons:

  • The stock has experienced significant volatility and a sharp decline from its 52-week high of $51.08 to its recent low of $26.36, with a beta of 2.08 indicating that On Holding AG is twice as volatile as the overall market, which may deter risk-averse investors.
  • Recent earnings results have disappointed analysts, with the company reporting an EPS of $0.35 in the last quarter, missing the consensus estimate of $0.42, and revenue of $1.05 billion falling short of the expected $1.09 billion, raising concerns about execution and demand.
  • Short interest has increased, with 27,891,279 shares shorted as of the latest record date, representing a short percentage of float that has risen to 13.9%, suggesting that a significant portion of the market is betting against the stock's future performance.
  • Several major financial institutions have recently lowered their price targets, including Bank of America reducing its objective from $46.00 to $43.00 and Robert W. Baird cutting its target from $70.00 to $55.00, reflecting a more cautious outlook on the company's valuation and growth trajectory.
  • The company faces a pricing constraint as it attempts to expand into broader sportswear categories, with analysts questioning whether On Holding AG can sustain its premium pricing strategy while competing with larger, more diversified athleticwear brands in a crowded market.

On Holdings: Correction Is Over, the Sprint to Highs Is On

Written By Thomas Hughes on 8/13/2025

ON shoes

On Holdings' (NYSE: ONON) Q2 results and guidance update catalyze this market, affirming and improving the growth trajectory.

The company is capitalizing on its technology, brand strength, and Nike’s fall from grace to drive and sustain a hyper-growth pace while cementing itself in the investment and consumer landscape.

The takeaway for investors is that the stock price, which was 25% off its highs heading into the report, has ceased the correction and is now in rebound mode, heading to new highs. 

Substantial Upside Forecasted for On Holdings Stock

The rebound in On Holdings' share price could be substantial due to the strength of results, the outlook, and strengthening market support. The trends leading into the report, likely to be sustained after, include bullish institutional and analyst activity with analyst coverage firm, sentiment firming, and rising price targets. 

The critical takeaway is that July and early August activity included several upgrades to Buy or higher equivalents, and the price targets led to the high-end range. That puts ONON stock at $64 within the next 12 months and is likely to be a low-ball target. 

Technically speaking, On Holdings’ stock price is in an uptrend, and the post-release action in August confirmed it. The stock advanced approximately 10% in premarket trading, holding the gains into the open session, rebounding from recent lows and the uptrend line, with volume rising in support of the move. 

ON stock chart

The volume increase is noteworthy because it reflects an increase in demand for the stock as its price fell, increasing again as the rebound began, but there is a risk. The market for this stock is struggling with resistance at the moving averages, but will likely overcome it and continue the advance before the end of Q3.

The risk is short interest, which was elevated at nearly 10% in July after rising for three consecutive months. 

On Holdings' Beat and Raise Quarter Underpin Stock Price Advance

On Holdings had an impressive quarter with revenue growing by 32% on strength in all categories. The gains were driven by new products and verticals, with strength centered in the higher-margin direct-to-consumer (DTC) business.

DTC sales increased by 47.2% and 54.3% on an FX-neutral basis, while wholesales grew by a smaller but still strong 23.1%, 28.8% adjusted for FX translation.  

The margin news is more impressive. The company’s operational efficiency and improved revenue leverage drove a significant increase in gross and operating margins.

The net result is an adjusted EBITDA margin and a 220-basis-point improvement, a 50% increase in adjusted EBITDA. More importantly, the company raised its guidance to reflect the strength and expects it to continue. 

On Holdings Raises Guidance: No Red Flags on the Balance Sheet

The guidance forecasts full-year growth to run in alignment with the quarter, up about 300 basis points from the prior guidance, and for profitability to remain strong. The trends and reporting history suggest outperformance is likely and that the subsequent guides will also be improved.

Longer term, On Holdings is forecasted to grow revenue-digit CAGR through the end of the decade and at a high double-digit CAGR at an accelerated pace. This setup can sustain the analysts, institutional, and stock price trends.

On Holdings’ balance sheet is a fortress capable of sustaining the long-term strategy of building shareholder value. The highlights at the end of Q2 include decreased cash and increased liabilities offset by increased total assets and steady equity. The company carries no significant long-term debt and is well-capitalized, with total liabilities running at approximately 1.35x the cash position. 

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