On Launches Golf Expansion After Soccer Success, Targets $7B Revenue

Sportswear company On announced its strategic expansion into professional golf just days after revealing a significant new initiative in soccer, signaling an aggressive growth strategy. This move into golf follows the company's recent high-profile partnership with French soccer star Kylian Mbappé, an announcement that generated an estimated $8 billion in earned media reach, marking it as the most impactful story in On's history. The company's ambition is further underscored by its financial targets, with On aiming to achieve $7 billion in yearly revenue by 2029. This dual expansion into major global sports demonstrates On's intent to broaden its market presence and leverage its brand through high-profile athlete endorsements and sport-specific product lines. The company's approach involves integrating its performance-oriented apparel and footwear into new athletic disciplines, seeking to replicate the success it has found in running and outdoor sports. The $8 billion earned media value from the Mbappé announcement highlights the effectiveness of On's marketing strategy, which relies on securing top-tier athletes to generate widespread brand awareness and consumer interest. By entering the golf market, On is positioning itself to compete with established sportswear brands that have long-standing relationships with professional golfers and golf tours. The company's stated revenue goal of $7 billion by 2029 indicates a substantial growth trajectory, requiring consistent innovation in product development and effective market penetration across its expanding portfolio of sports. On, founded in Switzerland in 2010, has rapidly grown to become a significant player in the athletic footwear and apparel industry, known for its innovative cushioning technology, particularly the CloudTec® system. Its expansion into team sports like soccer and individual sports like golf represents a diversification of its brand identity and a push to capture a larger share of the global sportswear market. The financial projections suggest a significant increase from its current revenue, necessitating substantial investment in marketing, research and development, and distribution channels to support these new ventures. The success of the Mbappé partnership provides a strong precedent for how On plans to activate its presence in golf, likely through endorsements with prominent golfers and the development of specialized golf apparel and footwear designed for performance and comfort on the course. The company's commitment to innovation and athlete-centric design is expected to be a key differentiator as it navigates the competitive landscape of professional golf.