How does a mid-sized challenger brand compete in a category dominated by giants — without trying to outscale them?

In this episode of Marketing & Strategy Unlocked, Dr. Nicolás Kfuri unpacks how On Holding built a global premium performance brand in less than 15 years. From technical differentiation and pricing discipline to cultural crossover and strategic partnerships, ON offers a blueprint for focused, high-margin growth.

This is a masterclass in challenger strategy — engineered, disciplined, and intentional.