On vs PUMA

On signs Mbappé as it preps soccer entry

Swiss sportswear brand On has officially entered the soccer market by signing French superstar Kylian Mbappé as its newest brand ambassador. Mbappé, captain of the French national team and Real Madrid striker, will collaborate with product developers to test and refine future football footwear and apparel, marking a shift from traditional endorsements. The announcement coincided with Thierry Henry's appointment as Director of Football and the expansion of Swiss national player Sydney Schertenleib's role to include product development. On plans to leverage its LightSpray technology for football products, representing its largest step beyond running. Analysts view this as a strong start but caution about challenges competing with Nike and Adidas, citing performance credibility and low margins on cleats.

• On signed Kylian Mbappé as brand ambassador for its football division; financial terms and duration were not disclosed.
• Mbappé will work with product developers to test and refine football footwear and apparel.
• Thierry Henry was appointed Director of Football, a new role at On.

On to Host Investor Day on Tuesday, September 22, 2026

On announced it will host an Investor Day on September 22, 2026. The announcement was added to the newsroom on September 8, 2026.

On launches limited sneaker honoring Federer

On, the Zurich-based sports brand, is releasing a limited edition of its 'THE ROGER Centre Court' sneaker to mark Roger Federer’s induction into the International Tennis Hall of Fame. The campaign includes a film titled 'The Boy from Basel' that traces Federer’s youth, and On will sell the 'International Tennis Hall of Fame Edition' exclusively via on.com starting August 25, 2026. The edition is globally limited to 20,000 pairs and features Ivory and Fern colors, a grass-green insole (reportedly suggested by Federer) and a gold racket emblem on the heel. The article notes Federer has been an investor and brand ambassador for On since 2019 and held a stake following On’s 2021 IPO.

• On is launching a limited special edition of the model 'THE ROGER Centre Court' to mark Roger Federer’s Hall of Fame induction.
• On will make the 'International Tennis Hall of Fame Edition' available exclusively on on.com from August 25, 2026 (per the article).
• The edition is limited worldwide to 20,000 pairs according to the company statement.

PUMA CCO Matthias Baeumer to step down from Management Board

PUMA announces that Chief Commercial Officer Matthias Baeumer will step down from the Management Board, effective as of the announcement date. This is a significant executive leadership change.

PUMA appoints Steve Cecchini to lead global Sports Marketing

PUMA has appointed Steve Cecchini to lead global Sports Marketing, as announced on the newsroom page. This follows the departure of Johan Adamsson, VP Global Sports Marketing & Sports Licensing.

Tom Noble builds wine brand in public, crowdsources opinions

British entrepreneur Tom Noble, previously behind viral coffee chain Flat White or F*ck Off, is now building Chateaunoble, a wine brand, publicly on LinkedIn and Instagram. After the coffee venture's financial struggles, he pivoted to wine, sourcing 150 bottles for £4,600. He uses social media for market research, adjusting strategy based on follower feedback. Noble aims to leverage his growing creator profile to drive sales, with plans for a podcast and even an airline idea. His approach highlights the blurred line between content creation and real business, emphasizing that views don't equal revenue.

• Tom Noble founded Chateaunoble, a wine brand, after the coffee venture Flat White or F*ck Off made £5,500 against £27,000 costs.
• He spent £4,600 to acquire 150 bottles of wine, with potential revenue of around £7,000.
• Noble reached 46,000 Instagram followers and 30 million views for Flat White or F*ck Off.