ON Running Success: Customers accepted the price increases

The quick take

On Running, the company behind the popular ON shoe, raised its outlook after saying demand stayed strong even after mid-2025 price increases. Management put it simply: “Customers did not slow down buying our products,” and full-price sell-through went up. According to Reuters, no additional hikes are planned for now.

Why it matters

When the product delivers and the price feels fair, people will pay full price. The trend of the purchase behavior split between lower-income and higher-income customers is at play. On Running notes that its higher-income customers were less price sensitive to its price increases and has contributed strongly to its growth.

The broader read

We’ve noted in our previous article that higher-income customers were fueling Ralph Lauren’s sales growth. hoppr iq customers have been tracking affordable luxury brands for many months and they have noted that in general, prices are increasing up while value-based products are decreasing.

Why pricing intelligence matters more than ever

For footwear or apparel companies, we recommend segmenting your brands based on the value ladder so that you are better equipped to track list prices. hoppr iq has seen that companies position affordable luxury at a price that is within reach and without a discount. hoppr iq recommends watching how competitors move their price points to reflect the ongoing shopper income divide.

How hoppr iq helps with price intelligence

• Competitor price and promo tracking across retailers and marketplaces, refreshed on-demand during events.
• Trend dashboards that visualize top price moves, price gaps, and promo depth.
• Alerts and guardrails so your team reacts to meaningful changes instead of scanning pages.