Swiss sportswear brand On has announced the signing of World No.1 padel player Arturo Coello. The Spanish athlete, who at just 21 became the youngest player ever to reach the top of the world rankings, will collaborate with On to expand its presence in racket sports and contribute to product innovation specifically designed for padel.
Coello’s journey to the top
Coello began playing padel at the age of seven in his hometown of Mojados, Spain. After initially dividing his time between padel, tennis, and football, he committed fully to padel at 16. His rapid rise led to a professional debut in 2019 and, in partnership with Agustín Tapia, a historic 47-match winning streak. Together, the duo has collected more than 37 major titles across professional tours.
Coello’s words on the collaboration
The young champion expressed his excitement about joining On. “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. By combining my experience with On’s technology, we can create products that elevate the sport and help athletes at every level perform at their best,” said Arturo Coello.
On’s perspective on the partnership
Feliciano Robayna, Head of Athlete Management for Tennis at On, praised the qualities of the Spanish star. “Arturo Coello is not just the best padel player in the world, he also embodies the spirit of a new generation – powerful, dynamic, and fearless in challenging the established order,” Robayna said. He added that Coello’s journey mirrors On’s own trajectory of rapid growth and innovation, and that his technical feedback has already proven invaluable in product development.
Roger Federer’s role in On
On was founded in Zurich in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti. Roger Federer became a major investor and shareholder in 2019, and his involvement has been instrumental in expanding On’s visibility and credibility worldwide. Federer is now a global ambassador for the brand, strengthening its presence in tennis and beyond.
The collaboration will focus on continuous product development, with Coello working directly with On’s team in Switzerland to provide detailed insights for padel-specific footwear. The first products developed in partnership with him are expected to be available to consumers in summer 2027.
