Swiss sportswear company On has announced the appointment of Helena Helmersson, former CEO of H&M Group, to its Board of Directors. The move is part of the brand’s strategy to strengthen leadership and support its long-term international expansion. Helmersson will also serve on the company’s Nomination and Compensation Committee.
Helmersson brings nearly 30 years of experience in the global fashion industry. From 2020 to 2024, she served as the CEO of H&M Group, one of the world’s largest clothing retailers. During her leadership, she guided the company through major changes, including an increase in digital operations and updates to the supply chain. Her work focused on making the company more efficient and better prepared for the future of retail.
Before becoming CEO, Helmersson held several other top roles at H&M. She worked as the company’s Chief Operating Officer, where she managed global operations and production. She also served as the Head of Sustainability, focusing on reducing the company’s environmental impact. These roles helped shape her reputation as a leader who focuses on both business performance and responsible practices.
On said the addition of Helmersson shows its dedication to strong corporate governance and sustainable growth. The company believes her international background and deep understanding of the fashion world will help support its current and future business goals.
Helmersson’s arrival comes as On continues to expand its product range and market reach. The Swiss-based brand has grown quickly in recent years. Known for its CloudTec running shoes and performance gear, the company now sells in over 60 countries. Its products are popular among athletes and everyday consumers alike.
Since its founding in 2010, On has focused on creating innovative shoes and clothing that combine function and style. The brand has gained attention for its soft-landing running shoe design, which provides comfort and support during workouts. With endorsements from professional athletes and high visibility in the fitness world, On has become a leading name in premium sportswear.
The company’s leadership sees Helmersson’s appointment as a key step toward its next phase of growth. Her experience in large-scale retail operations, digital transformation, and sustainability will help guide On’s future. She is expected to provide insights that support the company’s efforts to improve supply chains, develop new products, and increase market share around the world.
At the same time, On has announced a change in its current board membership. Kenneth Fox, who has served as a board member for seven years, will step down after the 2025 Annual General Shareholders’ Meeting. Fox has played an important role in shaping the company’s direction and supporting its development. His time on the board included the company’s successful initial public offering in 2021 and several key growth periods.
Fox’s departure marks the end of a significant chapter for On. The company expressed its thanks for his contributions, which helped lay the groundwork for the brand’s rise in the global sportswear market. His exit makes room for new leadership and new ideas that will help guide On in a fast-changing retail environment.
On’s board changes come at a time when the sportswear industry is becoming more competitive. Global demand for high-performance gear is growing, and consumers are paying more attention to brands that focus on both quality and sustainability. On aims to stay ahead by investing in talent, improving its products, and expanding into new regions.
The company’s recent performance shows strong momentum. Sales have increased year over year, and the brand continues to open new retail locations and grow its online presence. On has also partnered with athletes and sports events to increase visibility and brand loyalty.
With Helmersson joining the board, On is placing a clear focus on responsible growth and long-term planning. Her background suggests she will play a key role in helping the brand manage the challenges of global expansion while staying true to its values.
As On moves forward, the company remains committed to innovation, customer satisfaction, and sustainable business practices. It plans to continue developing new technologies and designs that meet the needs of today’s active lifestyle consumers.
