{
  "id": 9261237,
  "title": "Kann Superstar Kylian Mbappé die Sportmarke On aus dem Formtief führen?",
  "url": "https://urgent.news/2026/09/23/kann-superstar-kylian-mbappe-die-sportmarke-on-aus-dem-formtief-fuhren",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-23T03:30:00.000Z",
  "source": {
    "name": "NZZ Wirtschaft",
    "slug": "nzz-wirtschaft",
    "url": "https://www.nzz.ch/wirtschaft/kann-superstar-killian-mbappe-die-sportmarke-on-aus-dem-formtief-fuehren-ld.10024795"
  },
  "original_language": "de",
  "account": "On, a Zurich-based sportswear brand, aims to steer superstar Kylian Mbappé's sports brand On out of a slump. The company has secured Mbappé as its new brand ambassador in football, entering the lucrative football market despite recent difficulties. Mbappé is one of the world's top footballers and a symbol of his sport. The move comes after On announced in June its intention to enter the football business. The news is a welcome boost for On, as its shares have lost over 40% since the beginning of the year, with an August drop of more than 20%. The company missed its sales growth targets and its stock was worth less than at its 2021 IPO. On's Co-Chiefs David Allemann and Caspar Coppetti present the company's future plans with confidence during their investor meetings, describing their success as a \"premium playbook\" and planning to focus on \"premium growth\" henceforth. The goal is to become a \"high-quality earnings compounder,\" with the operating profit growing faster than sales. To address investor concerns, On plans to conduct its first stock buyback in history, repurchasing $1 billion worth of shares. The entry into football with Mbappé is the main attraction for investors, as they believe there is room for premium products in a market projected to reach $38 billion in a few years. On also intends to expand into golf, as golfers typically spend more on equipment than other sports. However, they emphasize that football presents a much larger growth potential. The company plans to double the number of its stores, currently 100, to achieve its new goals. They aim to have a gross margin of over 65% by 2029, up from around 30% in 2025, requiring higher prices for shoes and clothing. The launch of the new football collection is planned for 2027, with On aiming to be a premium brand. With the Light-Spray technology, they intend to differentiate their shoes, particularly in terms of ball feel. According to marketing expert Stefan Vogler, On's recruitment of a superstar like Mbappé is crucial for entering the football market, as it showcases the brand's value beyond running and shoe technology.",
  "summary": "Mit dem Einstieg in den Fussball tritt On in einen Milliardenmarkt. Dabei haben die Zürcher im Kerngeschäft einige Probleme.",
  "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."
}