Garden hose prototype to billion-dollar brand: On signs Mbappé
Source Entity
TOI WORLD DESK
Swiss footwear brand On has signed football superstar Kylian Mbappé to help launch its new football division. The partnership will focus on product development, with specialized cleats expected to hit the market in 2027.
The Evolution of On: From Performance Running to Global Lifestyle
On, the Swiss athletic brand, has undergone a remarkable metamorphosis since its inception. Originally founded on the concept of an athlete's experiment—famously utilizing garden hose segments to test cushioning prototypes—the company has successfully transitioned from a niche running shoe manufacturer into a global powerhouse. This growth was fueled by a unique three-founder model that prioritized technical innovation, allowing the brand to transcend its roots and secure a successful public listing on the stock exchange.
Strategic Diversification and Market Expansion
Having established a dominant presence in the performance running sector, On has actively sought to broaden its horizons into the lifestyle sports and apparel markets. By leveraging its reputation for cutting-edge technology and aesthetic appeal, the brand has effectively captured a consumer base that values both athletic utility and everyday versatility. This diversification is a calculated move to reduce reliance on the highly competitive running category and unlock new revenue streams in broader sports demographics.
The Mbappé Factor: Entering the Football Arena
The most significant indicator of On’s ambition is the recent partnership with global football icon Kylian Mbappé. By bringing a player of his stature into the fold, On is not merely securing a celebrity endorsement but is actively integrating his expertise into the brand's DNA. Mbappé is slated to influence product creation and overarching strategies for the company’s forthcoming football division, marking a pivotal entry into one of the world's most lucrative and competitive sports markets.
Disrupting the Traditional Sportswear Model
This collaboration represents a very different kind of sportswear deal compared to traditional legacy contracts. Rather than acting as a mere face for the brand, Mbappé’s role as a collaborator in product strategy suggests that On is prioritizing authentic performance insights. The focus on developing new cleats specifically for a 2027 launch indicates a long-term R&D commitment, signaling that the brand intends to challenge established industry incumbents with high-performance, technologically driven gear.
Future Trends and Industry Implications
Looking ahead, the success of this partnership will likely determine On’s trajectory in the team sports sector. By combining Mbappé’s elite-level football intelligence with On’s proven track record of engineering innovation, the company is well-positioned to disrupt the status quo in professional football equipment. As the brand continues to scale from its startup origins into a mature, publicly traded entity, its ability to maintain its 'innovation-first' culture while managing global market expectations will be the defining challenge for its future growth.