On Holding Targets Football Market with LightSpray Technology

On Holding AG is currently developing a line of football-focused footwear, leveraging its proprietary LightSpray manufacturing technology to enter the competitive performance soccer market. According to reporting from Bloomberg, the Swiss-based company is looking to apply its automated, robotic production methods—originally debuted for track and field—to the specific demands of pitch-based sports.

The move represents a strategic pivot for On, a brand that has primarily built its market share through long-distance running, lifestyle apparel, and tennis partnerships. By utilizing LightSpray, the company aims to produce high-performance uppers with minimal material waste, a process that historically involves a robotic arm spraying a continuous filament to create a seamless shoe structure.

How LightSpray Technology Works

LightSpray technology was introduced by On in early 2024 as a method to prioritize weight reduction and rapid manufacturing. The process involves a robotic arm that sprays a single filament of thermoplastic material onto a mold, creating an upper that is significantly lighter than traditional stitched or glued athletic shoes. Because the material is applied in a single, continuous layer, the company has stated in previous technical disclosures that the process reduces the carbon footprint of the shoe’s upper by approximately 75% compared to their standard manufacturing models.

For football, the challenge lies in durability and ball control. Traditional soccer cleats require specialized synthetic or leather materials to handle the impact of striking a ball and the abrasive nature of artificial and natural grass surfaces. Industry analysts are monitoring how On will adapt the lightweight, airy structure of a LightSpray upper to provide the necessary lockdown and protection required for professional-level play.

The Competitive Landscape in Football Footwear

On Holding enters a market dominated by long-standing incumbents, including Nike, Adidas, and Puma. These brands have spent decades refining traction patterns, plate stiffness, and upper materials specifically for the biomechanics of football. While On has successfully disrupted the running shoe sector with its “CloudTec” cushioning and aggressive marketing, the football sector presents different technical hurdles.

Market data from recent quarterly filings indicates that On is currently focusing on expanding its brand presence beyond the running category to sustain growth. By targeting football, the company aligns itself with one of the most commercially significant sports globally. The success of this expansion will likely depend on the brand’s ability to secure partnerships with professional clubs or high-profile athletes, a strategy they previously employed in tennis by signing players like Iga Świątek and Ben Shelton.

Strategic Implications for On Holding

Financial analysts note that the company’s push into new categories is aimed at diversifying revenue streams as the initial hype surrounding its lifestyle sneakers stabilizes. The transition from track-focused technology to team sports equipment is a common path for major athletic manufacturers, but it carries the risk of high research and development costs.

The company has not yet provided a confirmed release date for its initial football products. Investors and consumers are looking for updates during upcoming earnings calls or official product launches, which typically serve as the primary venues for On to disclose its long-term product roadmap. Whether the company will launch a full-scale professional cleat or focus initially on training footwear remains to be seen.

What Comes Next

As On continues its research and development in the football category, the industry will look for confirmation on potential athlete endorsements and testing phases. The company typically provides updates on new product lines during their quarterly investor presentations. Interested parties can follow the official On Holding Investor Relations portal for verified announcements regarding future product development and market expansion strategies.

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