On Holding AG expands into football market

Swiss sportswear brand On Holding AG is undergoing a significant international expansion, moving beyond its traditional focus on running into new sporting disciplines, including football. The company announced the launch of ‘On Football’ in September 2026.

Financial reports for 2025 show the company surpassed 3,014 million Swiss francs in net sales, representing a 30% increase compared to 2024. The brand reported a gross margin of 62.8% and an adjusted EBITDA margin of 18.8%. While the company maintains a presence in over 90 countries, growth in the Americas has recently moderated compared to other regions.

To support its entry into the football market, On has engaged high-profile athletes as brand ambassadors. The roster includes tennis legend Roger Federer, football star Kylian Mbappé, and former French striker Thierry Henry. Recent promotional activities featured Henry teaching Federer football skills to highlight the brand’s new direction.