What’s happening: The Swiss performancewear company is officially launching a football (soccer) category, signing French star Kylian Mbappé as a global ambassador.
World coup. Exiting a 20-year partnership with Nike, Mbappé joins Swiss women’s star Sydney Schertenleib and newly appointed director of football Thierry Henry to shape product development.
Bringing innovation to The Beautiful Game, On will use its LightSpray shoe technology—notably worn by world-record marathoner Hellen Obiri—to create next-gen cleats.
On tour. Scaling strategically, On is extending beyond its running roots into tennis, IRONMANs, and now football as it works to become “the world’s most premium global sportswear brand.”
Punchline: Vying for Nike’s crown, its successful merging of technical prowess and cultural clout is propelling it onward, winning with “The Movement Class” while introducing itself to the most fervent fandom on Earth.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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