In our latest 2025 report on the fastest-growing sportswear and footwear brands on Instagram, On Running ranked third. The brand added 949,000 new followers between March 2024 and March 2025.
On Running’s growth came from a clear and consistent message. The brand focused on the running lifestyle, not just performance. It posted content that reflected real habits and worked closely with creators who already run, train, and coach.
Let’s take a closer look at how they did it.
Content built around real routines
On Running’s feed looks a lot like a runner’s journal. It features short videos, event highlights, gear breakdowns, and community meetups. Most of what you see comes from people who are already part of running culture.
The tone is calm and direct. There’s no heavy branding. Instead, the content shows what a day in the life of a runner looks like. That might mean an early morning loop, a weekend race, or someone logging their daily miles with a friend.
The variety of posts makes the account feel like it belongs to the audience. Some videos show solo runs. Others highlight training with a club or taking part in a community race. This mix keeps things interesting and supports a wider appeal.
This is part of why the brand has earned attention. People scroll through the feed and see content that mirrors what they already do.
Creators who live the running lifestyle
The brand works with long-distance runners, triathletes, and community leaders. These creators post naturally because running is already part of their daily life.
Their content doesn’t try to sell. It shares. That includes updates from local runs, race-day snapshots, or clips from training sessions. When they wear On, it doesn’t feel like a feature. It’s just there because that’s what they train in.
On also shares posts from smaller creators. Some of them are coaches or club runners with modest followings. They’re included not because of size, but because they match the tone of the brand. That gives the feed variety and keeps it feeling real.
These creators are often more than just athletes. They’re leaders in their running communities and know how to build trust. This gives On more than just exposure – it builds credibility over time.
Steady global growth
On Running’s strongest Instagram markets are the United States, the United Kingdom, and Brazil. Its footprint is growing in other regions too, helped by how it uses content.
Short, clear videos and clean images don’t need translation. A shoe review or a runner’s post-race recap works in any language. This makes the account easier to scale across regions without needing big changes.
The feed also includes different types of running. There’s road, trail, city, solo, and group. That kind of mix makes the content relatable to more people, regardless of where they run or how often.
This range also helps On connect with different goals. Some runners train for speed. Others are just getting started. The content supports both without needing separate strategies.
On Running Instagram performance: March 2024 – March 2025
Follower growth: +949,000
Reach: 527 million
Engagement rate: 4.7%
Influencers activated: 9,382
Posts featured: 23,911
Average views per post: ~5,875
Average likes per post: ~1,353
Average comments per post: ~106
Top markets: United States, UK, Brazil
Most common content types:
Running vlogs or tutorials
Gear reviews
Community events or group runs
Race highlights
A 4.7% engagement rate is strong for a brand in this space. It shows the audience is tuned in, and the posts are doing more than filling the feed. People are responding, commenting, and coming back for more.
What other brands can learn from On Running
Keep the content grounded
The best posts feel like someone brought their phone on a run and shared what they saw. No filters, no extras.
Choose creators who live what they post
On doesn’t need big influencer campaigns. The people featured are runners first. That makes the content more credible.
Let gear appear naturally
You’ll see shoes and apparel in nearly every post, but they’re never pushed. They’re just part of the moment.
Use formats that match the activity
Short videos and quiet stills work well for running. There’s no need to over-edit. The simplicity matches the audience.
Stay close to real events
Races, club runs, and even recovery walks show up in the feed. That keeps things familiar and lets fans connect.
Feature a range of running styles
Not every runner is chasing a marathon. On’s feed includes all kinds of routines, which helps more people feel seen.
Build long-term creator relationships
On works with runners over time. These creators don’t just show up once. They share progress, routines, and changes. That kind of partnership creates better content and builds trust with the audience.
Final thoughts
On Running grew its Instagram by staying close to the activity it’s built around. The content is simple, clean, and based in the real world. The brand doesn’t try to do too much. It sticks to what runners already care about.
This kind of steady, relatable approach works well for lifestyle brands. When your product shows up in real use, the message comes across clearly. And when your creators are already living that life, the content becomes easier to trust.
The format is repeatable, the message is clear, and the voice matches the community. That’s what makes On’s strategy work.
Want more brand examples like this?
Download the full Top Sportswear & Footwear Brands on Instagram 2025 report to see which other accounts are growing and what’s driving their success.
