[REVISION HISTORY]

On Holding AG football market expansion

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2026-09-22 02:58 UTC → 2026-09-27 06:41 UTC · added ~~removed~~

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.

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