{
  "id": 10504136,
  "title": "The founders of On, the phenomenon attracting Kylian Mbappé and Zendaya: ‘Cost is not a limiting factor; our followers are willing to pay’",
  "url": "https://urgent.news/2026/09/28/the-founders-of-on-the-phenomenon-attracting-kylian-mbappe-and",
  "topic": "world",
  "section": "World",
  "published": "2026-09-28T18:14:20.000Z",
  "source": {
    "name": "El Pais English",
    "slug": "el-pais-english",
    "url": "https://english.elpais.com/lifestyle/2026-09-28/the-founders-of-on-the-phenomenon-attracting-kylian-mbappe-and-zendaya-cost-is-not-a-limiting-factor-our-followers-are-willing-to-pay.html"
  },
  "original_language": "en",
  "account": null,
  "summary": "The founders of On, a brand gaining popularity among celebrities like Kylian Mbappé and Zendaya, have expressed that cost is not a limiting factor for their products. The brand, which was relatively unknown before the pandemic, has experienced a rapid rise in global recognition and has collaborated with notable figures such as luxury house Loewe, Zendaya, and Roger Federer, who became a shareholder in On. The brand's latest high-profile deal is with Real Madrid forward Kylian Mbappé, who left Nike after a 20-year partnership. On's appeal to high-profile clients has contributed to its status as a cultural phenomenon that transcends the world of running.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}