March 4 (Reuters) - On Holding ( ONON ) reported

fourth-quarter sales and profit above Wall Street estimates on

Tuesday, on strong holiday-driven demand for its shoes and

sportswear offerings, helped by brand awareness initiatives.

The Swiss company backed by Roger Federer has been gaining

market share rapidly, challenging bigger rivals Adidas

and Nike ( NKE ) through its extensive product

innovation and marketing focus on younger consumers.

On, which has benefited from the trend towards

comfort-oriented offerings, has been expanding its shelf and

online spaces at retailers such as Dick's Sporting Goods

and Foot Locker ( FL ).

Its bets on direct-to-consumer sales through its own retail

stores, both offline and online, have helped the company achieve

higher full-priced sales, allowing it to invest more in

promotional efforts.

The company's fourth-quarter sales rose 35.7% to CHF 606.6

million ($680.73 million), compared with LSEG estimates of CHF

593.9 million, according to data compiled by LSEG.

On reported an adjusted profit of CHF 0.33 per share,

compared with the CHF 0.17 estimated by analysts.

On has been keen to amp up brand awareness through its

partnerships, including with actress Zendaya, musician FKA Twigs

and athlete Hellen Obiri, along with its marketing campaigns at

events such as the 2024 Paris Olympics.

The company also debuted its presence at the Super Bowl

earlier in February, with an ad campaign featuring Federer and

Sesame Street's Elmo.

On expects full-year 2025 net sales of at least CHF 2.94

billion, compared to analysts' average estimate of CHF 2.97

billion.

($1 = 0.8911 Swiss francs)