On Unveils Golf and Football Categories, Targets $7 Billion Sales

Swiss sportswear brand On revealed its strategic expansion into new sports categories, including golf and football, as part of its ambitious growth plan targeting $7 billion USD in absolute net sales by 2029. During its investor day held at the Zurich headquarters on Tuesday, executives outlined a three-year roadmap designed to solidify the company's evolution as a publicly traded entity by entering major global sports markets. The brand officially announced the addition of a golf category, slated for an early 2027 launch. This strategic move is supported internally by chief design officer Thilo Brunner and president Scott Maguire, both noted golf enthusiasts. Tennis legend Roger Federer, a prominent figure associated with On, attended the event and expressed his enthusiasm for the brand's extension into the golf sector. Football represents another significant arena for On's expansion, building on a recent partnership with football superstar Kylian Mbappé. This collaboration with the French forward reportedly generated $8 billion USD in earned media reach, according to founder and co-chief executive officer David Allemann. On's leadership views this cultural alignment as a means to attract a younger demographic, with 72 percent of followers gained since the Mbappé announcement being under the age of 35. This digital momentum is expected to fuel the upcoming release of the first On Football product range, also scheduled for 2027. The diversification into golf and football signifies a deliberate shift for On, moving it from a specialized running label to a multi-sport powerhouse capable of sustaining market momentum. To support these expansion efforts, the Zurich-based company has established specific financial targets leading up to 2029. Management has set a goal to achieve at least 5.6 billion Swiss francs in absolute net sales by the end of the decade, a figure equivalent to approximately $7 billion USD. The company anticipates high-teen constant currency growth over the next three years, with existing product categories continuing to serve as the primary engine for revenue generation. The strategic decision to adopt U.S. dollar reporting is intended to align the company's financial statements more closely with its actual global business operations and revenue streams, enhancing clarity for international investors.