Swiss sportswear brand On has announced the signing of World No.1 padel player Arturo Coello. At just 21 years old, the Spanish athlete has already made history as the youngest player ever to reach the top of the world rankings. This collaboration strengthens On’s presence in racket sports and highlights its ambition to innovate products specifically designed for padel.
The rise of Arturo Coello
Coello began playing padel at the age of seven in Mojados, Spain. In his early years he divided his time between padel, tennis, and football, but at 16 he committed fully to padel. His professional debut in 2019 marked the beginning of a rapid ascent. Alongside Agustín Tapia, he achieved a remarkable 47-match winning streak and together they have collected more than 37 major titles across professional tours.
Coello’s words on joining On
The Spanish champion expressed his excitement about the partnership. “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 collaboration
Feliciano Robayna, Head of Athlete Management for Tennis at On, praised the qualities of the young 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 now serves as 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.
