Full Breakdown
On Partners with World No.1 Padel Player Arturo Coello for Product Innovation
1/9/2026, 8:42:49 PM
Strategic Partnership Announcement
On, the Swiss sportswear brand, has signed a partnership with Arturo Coello, the world’s top-ranked padel player, to enhance its presence in racket sports. The announcement was made on January 8, 2026, marking Coello as the brand's first dedicated padel athlete. This collaboration aims to leverage Coello's expertise in developing innovative footwear tailored specifically for the unique demands of the padel court.
Arturo Coello's Rise in Padel
Arturo Coello, hailing from Mojados, Spain, began his padel journey at the age of seven. Initially balancing his time between padel, tennis, and football, he fully committed to padel at 16. His rapid ascent in the sport culminated in a professional debut in 2019, and by the age of 21, he became the youngest player to achieve the World No.1 ranking. Coello's partnership with fellow player Agustín Tapia led to a remarkable 47-match winning streak and over 37 major titles, establishing him as a dominant force in the sport.
Product Development Collaboration
As part of the partnership, Coello will work closely with On’s product development team in Switzerland. His role will involve providing detailed insights to create footwear that meets the specific requirements of padel players. The first products resulting from this collaboration are expected to be available to consumers by Summer 2027. Feliciano Robayna, Head of Athlete Management for Tennis at On, emphasized that this partnership transcends a mere endorsement, highlighting the importance of Coello's technical feedback in shaping future products.
Official Statements & Responses
Arturo Coello expressed his enthusiasm for the partnership, stating, “I’m incredibly proud to partner with On as their first padel player athlete. The brand is already pushing fresh ideas onto the court, and I am excited to work with its innovation team to help shape the next generation of performance shoes.” Robayna echoed this sentiment, noting that Coello embodies a new generation of athletes who challenge the status quo, aligning with On's mission of innovation and performance.
Broader Implications for On
This strategic move comes as On continues to experience significant growth, with a reported adjusted net income for the third quarter of fiscal 2025 nearly tripling to 142 million Swiss francs, alongside a 24.9 percent increase in sales. The partnership with Coello is expected to further enhance On's reputation in the competitive sportswear market, particularly in the rapidly growing padel segment.
What's Next
As the collaboration progresses, On and Coello will focus on developing high-performance footwear that caters to the evolving needs of padel athletes. The anticipated launch of the first padel-specific products in Summer 2027 marks a significant milestone for both the brand and the sport, potentially setting new standards for performance and innovation in padel equipment.
