On Announces Expansion Into Golf and Soccer as Part of Growth Strategy Targeting $7 Billion in Revenue by 2029
Swiss sportswear company On revealed its expansion into golf during an investor day event held at its Zurich headquarters. The move follows a recent foray into soccer, marked by the signing of Kylian Mbappé as the face of its new football category. On aims to leverage premium innovation and high-profile partnerships like Mbappé’s to drive brand relevance before launching products in 2027. The company is targeting $7 billion in annual revenue by 2029, with golf being a key addition to diversify its offerings beyond running shoes into other performance sports. On's leadership emphasized the potential for innovation at the premium end of these markets and highlighted strong media engagement from Mbappé’s announcement as evidence of their strategy’s effectiveness. Roger Federer also attended the event and expressed enthusiasm about On entering golf, suggesting that lessons learned in tennis could be applied to this new venture. The company plans to launch its first football product line alongside a range for golfers early next year.
Topics: corporate growth strategy endorsement deal sports expansion