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Swiss sportswear brand On enters football market to challenge Adidas and Nike
On Holding AG is developing football products as it seeks to expand beyond running and sustain its rapid growth in a market dominated by Adidas and Nike.
The Swiss sportswear company, best known for its running shoes and CloudTec cushioning technology, is quietly working on football (soccer) equipment. The move marks a strategic shift from its core running focus into one of the most competitive segments in global sportswear.
On has not yet disclosed specific product details or a launch timeline, but the expansion targets a market long dominated by Adidas and Nike. The two giants control the majority of football footwear and apparel sales worldwide, leaving little room for newcomers.
The brand has posted strong growth in recent years, fueled by partnerships with high-profile athletes and a direct-to-consumer model. Entering football could open a significant new revenue stream, though analysts note the sector's intense competition and high marketing costs.
On Holding AG, which went public in 2021, has been diversifying its product range to include trail running, training, and now football. The company's ability to innovate within running has been a key driver; whether that translates to football remains to be seen.