Swiss running brand On Holding is exploring a move into soccer gear, using its LightSpray robotic shoemaking technology as a potential competitive edge, according to a Bloomberg News report Thursday citing co-founder Olivier Bernhard.
What's happening
On, best known for its running shoes and apparel, has been quietly testing the waters beyond its core market. The company signed Swiss soccer player Sydney Schertenleib in December to collaborate on lifestyle and training products, a small move that can build credibility while the brand gauges demand. In a response shared with MT Newswires, On said it's “operating from a position of strength” in its existing business, while also evaluating “new sports, including major spectator sports such as football and others.” The key detail is the timing: management said it’ll share more only when there are “concrete decisions,” so this is still exploration, not a confirmed category launch.
Why LightSpray matters
LightSpray sounds like product sizzle, but the bigger angle is the business model. More automation can shorten the loop from athlete feedback to a revised shoe, and it can make smaller production runs economical. That matters in soccer, where brands typically have to lock in designs, sizes, and volumes well ahead of a season, then carry the risk of excess stock and discounting if demand disappoints. Pairing athlete partnerships like Schertenleib’s with faster, smaller-batch manufacturing could let On learn what sells without tying up as much cash in inventory, turning “soccer expansion” into option value rather than an all-in bet.
What it means for investors
For everyday investors, this is a signal that On is thinking about growth beyond running, but it's not a guarantee of immediate revenue. The company's move into soccer is still exploratory, and the success will depend on execution and market acceptance. The LightSpray technology, if it proves scalable, could give On a cost advantage and reduce the financial risk of entering a new sport. Investors should watch for concrete product launches or partnerships, as well as any updates on manufacturing efficiency. The broader context is that On is trying to diversify its revenue streams, which could reduce its dependence on the running market. However, the soccer market is highly competitive, with established players like Nike, Adidas, and Puma. On's ability to carve out a niche will be key.
In related news, Sonos cuts 3% of staff in UX and design to speed up product development, highlighting how companies are streamlining operations. Meanwhile, oil creeps higher, energy stocks follow; gas storage build exceeds forecasts, showing mixed signals in energy markets. For a broader view of market moves, see Endra plunges 32% on merger news; Dell drops 6% on distribution shift.
