On Holding might have an awkward name, but the company counts Roger Federer among its early investors and biggest endorsements. Thanks to Nike's missteps during the pandemic, ON was able to win market share in core categories like running and tennis shoes. Once that foundation is established, the opportunity is there to expand into apparel.

With On Holding as our research topic in Magic Markets Premium this week, we decided to dedicate Ep251 of Magic Markets to discussing how its story compares to the likes of Nike and Lululemon - and what we can learn from those names about the risks of this sector. Names like Dick's Sporting Goods also made an appearance in this show.

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