Backed by Roger Federer, the On brand is accelerating its push to dominate the soccer world, targeting Adidas and Nike with innovation and boldness in the realm of soccer.
The global sportswear landscape is about to witness a Swiss revolution. On, known for its meteoric rise in the running segment, is announcing a bold and strategic step: its entry into the billion-dollar soccer market. This move is not just an expansion, but a direct challenge to established giants like Adidas, Nike, and Puma, promising to inject a fresh dose of innovation and passion into the sport.
The brand’s ambition, which has the endorsement of none other than Roger Federer, extends beyond running tracks. On is determined to transfer its expertise in high performance and bold design to the feet of players, with the promise of redefining what is expected from a soccer cleat and the entire lifestyle associated with the world’s most popular sport.
Swiss Technology’s Battle Cry
On‘s intention to enter soccer is “absolutely” concrete, as stated by Olivier Bernhard, the brand’s co-founder. The company firmly believes that its advanced robotic footwear manufacturing technology, named LightSpray, will be the differentiating factor to win over the fields and athletes’ hearts. This innovation is key for the Swiss brand to stand out in such a competitive segment.
On‘s expansion plan is ambitious. Since its founding in 2010, the brand has diversified its product line, going beyond running shoes to include apparel, training gear, and outdoor sports equipment. Now, with soccer in its sights, the goal is clear: increase revenue and consolidate its position as a global force in sports, challenging the hegemony of traditional brands.
Innovation That Outfits Champions
LightSpray technology is On‘s major asset. Olivier Bernhard emphasizes that this innovation “makes sense in a soccer cleat“, indicating the potential for a lightweight, precise, and robot-optimized soccer shoe. The expansion of robotic production, with new factories planned for Vietnam, the United States, and Europe, adds to the already inaugurated unit in South Korea, preparing the ground for mass production of high-performance products.
Beyond the field, the soccer market is experiencing a boom in the fashion and lifestyle segment. Adidas, Nike, and Puma have successfully capitalized on national team jerseys and casual products, especially during major events like the World Cup. It is in this fertile ground that On sees a unique opportunity to connect its innovative aesthetic with the global passion for the sport.
First Steps on the Fields of Passion
On‘s first foray into the world of soccer already happened in December, through a strategic partnership with young Swiss star Sydney Schertenleib, a talented Barcelona player. This collaboration focuses on training and lifestyle products, marking the beginning of a new era for the brand on the fields.
The signs of On‘s approach to soccer don’t stop there. Legendary French former star Thierry Henry has already been spotted wearing the brand’s apparel on his social media, generating buzz and anticipation. Bernhard confirmed that the brand has already shown its interest in the sport, and the next step is the announcement of new contracts, promising big names to endorse On on the global fields.
On is preparing to dive headfirst into soccer, a move that promises to shake up the structures dominated by Adidas and Nike. With its LightSpray robotic technology and an ardent desire for innovation, the Swiss brand is not just seeking a space, but rather to redefine the concept of performance and style in the sport. Fans and athletes can expect a new era of soccer cleats and apparel that combine high performance with a bold design, driven by the determination, love, and passion that On promises to bring to the fields.