Swiss sportswear brand On has officially entered the global football market, securing a landmark partnership with international football icon Kylian Mbappé. The collaboration introduces a high-performance cleat lineup engineered with On's proprietary CloudTec cushioning technology adapted specifically for high-velocity pitch movements. Moving beyond its traditional stronghold in running shoes, the brand is targeting the multi-billion-dollar football footwear segment by combining Swiss engineering with elite athletic insights to capture market share from legacy competitors.

Capturing performance footwear share

Industry analysts note, this partnership marks a calculated entry into team sports, addressing rising consumer demand for technical innovation in athletic gear. Partnering with Kylian allows the company to test their proprietary performance metrics on the world’s most demanding sports stage, stated Marc Maurer, Co-CEO, On. Market projections indicate the football footwear division could accelerate brand visibility across key European and North American retail channels, driving premium category expansion.

Expanding premium D2C and wholesale networks

Founded in Zurich in 2010, On specializes in high-performance running shoes, apparel, and technical sportswear. Operating across global markets, the brand focuses on scaling premium direct-to-consumer and wholesale networks, underpinned by strong double-digit revenue growth and robust financial performance since its public market debut.