In this episode of All Things Global, powered by Vistatec, we discuss the art and science of localization with two leaders from the innovative sportswear brand On. Hosted by Dominika D’Agostino and Suzanne Frank, the show features Matteo Nonne, Localization Program Manager, and Rosie Robbins, Marketing Localization Specialist, who offered invaluable insights into how localization aligns with global business objectives.
The lively discussion shed light on the intersection of creativity, strategy, and technology in localization, emphasizing On’s unique approach to scaling its brand globally while maintaining cultural relevance and authenticity.
On’s Localization Journey: From Start-Up to Global Powerhouse
Founded in 2010, On has transformed from a start-up into a globally recognized brand revered for its cutting-edge athletic shoes and performance sportswear. Matteo and Rosie shared how the company’s explosive growth has necessitated the development of a robust and sophisticated localization strategy. Despite its expansion, On retains the agility and openness of a start-up, ensuring innovation and adaptability are at the forefront of its operations.
“When I joined, there wasn’t even a defined localization team,” Rosie explained. “Now, it’s central to everything we do, ensuring every market feels understood and connected to the brand.”
The Role of Localization in Business Success
Localization at On sits within the global marketing team, a strategic placement that facilitates alignment with business objectives. Matteo highlighted how this structure empowers the localization team to integrate seamlessly into the company’s broader marketing strategies, ensuring that creative assets resonate with diverse audiences across languages and cultures.
“This setup allows us to access the resources and context we need to brief linguists effectively,” said Matteo. “We ensure that every campaign is locally relevant while staying true to On’s brand voice.”
By embracing a collaborative approach, On bridges the gap between its global headquarters and regional markets. Rosie emphasized the importance of fostering relationships with regional marketing teams and leveraging their expertise. “It’s about crafting a unified brand message while adapting to the nuances of local cultures,” she noted.
Technology Meets Craftsmanship: On’s Localization Tools and Processes
A key focus of the conversation was On’s strategic use of technology to enhance localization workflows. Matteo shared how tools such as Translation Management Systems (TMS) and integrations with content management systems streamline processes. However, Matteo and Rosie underscored that technology is only one part of the equation.
“We prioritize the human touch,” Rosie said. “Craftsmanship in language is critical to maintaining On’s voice and ensuring cultural relevance.”
On also leverages data to measure localization success, tracking metrics like website traffic, conversion rates, and brand awareness in target markets. This data-driven approach ensures that localization aligns with business objectives and delivers tangible results.
Championing Localization Across Teams
One of the standout aspects of On’s localization strategy is its commitment to internal alignment. Rosie and Matteo emphasized the importance of evangelizing localization within the organization by fostering understanding and collaboration across teams.
“Speaking the language of the business and avoiding technical jargon has been key to gaining buy-in,” Matteo advised. “It’s about showing how localization drives growth and contributes to the company’s success.”
Rosie added that tailoring localization efforts to specific audience segments ensures On’s messaging resonates deeply. Whether targeting elite athletes or casual movers, the company’s marketing is meticulously crafted to connect with its diverse customer base.
What Sets On Apart: A Brand Built on Movement
On’s mission—to ignite the human spirit through movement—guides every aspect of its business. This inclusive philosophy extends to its localization efforts, which aim to inspire a global audience while respecting local cultures.
“What I love about On is its warmth and inclusivity,” said Rosie. “It’s about connecting with people wherever they are on their journey with movement.”
Key Takeaways for Localization Professionals
As the conversation wrapped up, Matteo and Rosie shared practical advice for professionals in the localization industry:
Empathy is essential: Understand the needs and perspectives of stakeholders to foster collaboration.
Speak their language: Avoid industry jargon when communicating with non-localization experts.
Invest in relationships: Build strong connections with regional teams and in-house creatives to align goals.
Prioritize quality: Pair technology with the human touch to maintain brand integrity.
Closing Thoughts
This episode of All Things Global underscored the vital role localization plays in scaling a brand globally while staying true to its core values. On’s success lies in its ability to balance innovation, collaboration, and cultural sensitivity—a model that offers valuable lessons for businesses navigating the complexities of international markets.
Catch the full episode of All Things Global on YouTube, Spotify, Apple Podcasts, and other platforms to hear more from Matteo Nonne and Rosie Robbins.