$ONON

BMO raises On Holding stock price target to $35 on sales outlook

BMO Capital increased its price target for On Holding AG (NYSE:ONON) to $35.00, citing strong sales and earnings expectations. The company is anticipated to surpass third-quarter estimates, with a 17% constant currency growth guidance. BMO notes On Holding's strong fundamentals, including a 64.82% gross profit margin and a PEG ratio of 0.12. The stock is currently trading at $32.17, suggesting modest upside to the new target.

Original reporting
Published Oct 28, 2026, 9:54 AM UTC
Analysis
AlphAI AI DeskAI-generated
Added to AlphAI Oct 28, 2026, 10:09 AM UTC. Informational, not investment advice.
How this was made
AlphAI summarizes source reporting and applies a structured AI analysis for relevance, timing, sentiment and ticker impact. Always verify material claims with the original publisher.
AlphAI market briefFinancial news
Primary signal
$ONON
Bullish
high confidence
Mentioned
$ONON
Relevance
6/10
AlphAI data visualization · based on investing.com
Decision brief

The 30-second read

$ONONBullishMed
01

Why it matters

Analyst price target raise may attract short-term buying, but ongoing brand risks in China remain.

02

Market read

The article provides a fresh analyst target upgrade for ONON, offering a modest bullish cue while highlighting brand risk factors.

03

What to watch

Potential backlash in China over Kylian Mbappé controversy could dampen growth.

Relevance 6/10Novelty 6/10Timing: pre-market today

Background

On Holding AG is a Swiss athletic footwear and apparel company listed on NYSE under ticker ONON.

Company-level read

Ticker impact

$ONONBullishHigh confidence
Context

BMO Capital raised its price target for On Holding AG to $35, above the current $32.17 price.

Expected impact

likely pressure upward as the market prices in the higher target.

Evidence & confidence

The new $35 target represents a ~9% upside from the current price, indicating BMO sees stronger earnings and growth prospects.

Market effects

Positive sentiment may lift other premium athletic footwear stocks.

European consumer discretionary sector could see modest gains.

Limited to footwear and apparel niche; no broad market effect.

Counterpoint

Jefferies maintains an Underperform rating citing margin pressure from higher marketing spend.

Key entities

  • BMO Capital

    Raised price target to $35 and kept Market Perform rating.

  • Jefferies

    Maintains Underperform rating citing margin concerns.

Related articles

$ONONHigh

Why is On stock sliding today?

On Holding AG (ONON) stock fell 3.0% in pre-market trading after brand ambassador Kylian Mbappé faced controversy in China, leading to terminated sponsorships. Asia-Pacific is a key growth region for On. Jefferies reiterated its Underperform rating, citing high marketing costs and ambitious revenue targets. The stock is down 37% from its 52-week high. The broader market was up slightly.

$ONONHighAI 8/10

Why On Holding Stock Popped Today

On Holding (ONON) shares rose 13% after its Investor Day, where it outlined a strategy to maintain a 65% gross profit margin through 2029, exceeding Nike's 43%. The company also reiterated its 2026 sales growth guidance of over 20% and announced a $1B share buyback plan. ONON has named Kylian Mbappé as its global ambassador for soccer market entry.

$ONONMed

On Holding (ONON) Approves a $1 Billion Buyback Alongside its 2029 Targets

On Holding AG (NYSE:ONON) announced a $1 billion share buyback and set long-term targets, including CHF 5.6 billion in net sales by 2029. The company expects high-teens annual growth and a 22% adjusted EBITDA margin. Shares rose 9%. On plans to expand into football and golf while maintaining growth and margins. Concerns include tariff exposure and competition from Nike and Adidas.