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3 clusters · 6 sources · 9 days · First seen · Last updated

On Holding AG football market expansion

Overview

Swiss sportswear company On is expanding its product range beyond its traditional focus on running to enter the professional football equipment sector.

Following initial preparations to enter the football boot market, the company officially announced the launch of ‘On Football’ in September 2026. To support this international expansion, the brand has engaged high-profile ambassadors, including Kylian Mbappé, Thierry Henry, and Roger Federer. The signing of Real Madrid forward Kylian Mbappé, a deal facilitated by Thierry Henry, is intended to position the brand to compete directly with industry giants Nike and Adidas.

This strategic move follows a period of significant financial growth for On Holding AG, which reported net sales exceeding 3,014 million Swiss francs in 2025. This represented a 30 percent year-over-year growth.

As the company enters the football market, questions have arisen regarding its pricing strategy. While On has established a premium reputation in the running and lifestyle sectors, with adult shoes often priced above 160 euros, the football market is heavily driven by youth players. Because the brand typically avoids lower-priced ‘takedown’ models, there is speculation that On may need to introduce more affordable options to reach a broader consumer base.

Entities

Roger Federer · Kylian Mbappé · On Holding AG · Thierry Henry · Real Madrid

Timeline

  1. about 6 hours ago

    [BUSINESS] 2 sources
    On Holding signs Kylian Mbappé for football market expansion

    Swiss brand On Holding has signed football star Kylian Mbappé, marking its entry into the football boot market and challenging major competitors like Nike and Adidas.

  2. 7 days ago

    [BUSINESS] 2 sources
    On Holding AG expands into football market

    Swiss sportswear brand On Holding AG is expanding into football, leveraging ambassadors like Roger Federer, Kylian Mbappé, and Thierry Henry following strong 2025 financial growth.

  3. 9 days ago

    [BUSINESS] 2 sources
    Swiss brand On prepares entry into football boot market

    Swiss sportswear brand On is expanding into the football boot market, while digital sports platforms continue to evolve through improved live score data presentation.

Sources

archynewsy.com · diariodelcauca.com.co · footyheadlines.com · foxsports.com.mx · nurfussball.com · resident.com

This summary has been updated 1 time: see revision history