Just Days After Revealing Major Expansion Into Soccer, On Says It Will Launch Golf as It Works Towards $7 Billion in Yearly Revenue by 2029 Stephen Garner Tue, September 22, 2026 at 3:24 PM PDT 6 min read On is on a mission. At the company's investor day inside its Zurich headquarters on Tuesday, the Swiss sportswear company laid out its plans for the next three years as it looks to continue its growth path as a publicly traded company. And according to On's leadership, its 2029 ambitions lie inside a "premium playbook." More from WWD Mbappe Is Still Wearing Nike Boots Despite His New On Deal - and The Swoosh Had a Subtle Response On's Low-stack, 100-Gram Running Shoe Creates Buzz at the World Road Championships Kylian Mbappe Ditched Nike for On - Where Does That Leave the Balance of Superstar Endorsements? Part of this playbook includes adding new categories to its business. On Friday, On announced a surprising new deal with Real Madrid forward Kylian Mbappé to be the face of its new football category. According to the Swiss athletic firm, Mbappé will be "at the heart" of On's football journey. He will work directly with On's product teams, integrating his elite perspective into the development and testing of future football footwear and apparel, the company confirmed on Friday. He will also become a global ambassador for On, extending the partnership beyond football into movement, performance and contemporary design. Mbappé, who has been with Nike since 2006 when he was only eight-years-old, according to his personal website, said in a statement that what drew him to On was the "opportunity to build something entirely new together that will help shape tomorrow's game." On drove $8 billion in earned media reach with its Kylian Mbappé announcement.Courtesy of On At the investor day Tuesday, David Allemann , founder and co-chief executive officer of On, noted that the announcement drove $8 billion in earned media reach, the most seen story in the company's history. "In Mexico, 312-times our baseline reach," Allemann said. "In China, 344-times our baseline reach. Plus, 50.5 percent share of voice in all football-related media mentions. Seventy-two percent of new followers we attracted since the announcement are under the age of 35, and in organic social media, over 4,000 times engagement than our comparable average. This is what football does to a brand's relevance before we have sold a single boot." Caspar Coppetti , founder and co-chief executive officer of On, added that the company isn't just getting into soccer "because the market is big," but because at the premium end of the sport, there is still space open for "radical innovation on the pitch." The first On Football product range is expected to be released in 2027. On executives announced the company's entrance into golf starting in 2027.Courtesy of On After touting its early success with its expansion news last week, Coppetti added that On is adding yet another sport to the mix golf, in early 2027....
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