Swiss footwear company On Holding will not offer Black Friday deals to maintain premium brand status, stating a focus on a full-price strategy. Competitors like Adidas and Nike are promoting Black Friday sales early. On’s Q3 net sales were 794.4 million Swiss francs, with net income at 118.9 million francs, up from last year.

On raised full-year sales guidance to 2.98 billion francs. Nike anticipates a decrease in fiscal Q2 revenue and gross margins. HOKA, owned by Deckers, offers holiday running gifts at discounted prices. HOKA sales are expected to grow by a low-teens percentage, contributing to Deckers’ overall performance.

Tariffs influence Nike and Deckers’ decisions to cut sales guidance. Deckers CFO Steven Fasching noted US consumers’ response to price increases affecting purchase behavior. HOKA and UGG lifted Deckers’ Q2 bottom line, with an 11.1% and 10.1% sales increase, respectively. Other Deckers-owned brands saw a 26.5% decrease in sales.

Read more at Yahoo Finance: On Running Shoes Won’t Be Running Black Friday Deals Despite ‘Price-Competitive Environment’