Padel shows no signs of slowing down. It continues to grow, expand, and attract brands that until recently would not have considered entering our sport. And today, the news of the day was announced by Arturo Coello himself on social media: On Running will be his new clothing and footwear sponsor.
The Swiss brand lands in padel
For those who are not yet familiar with this brand, On is one of the big names in the world of running. In recent years, its growth has been phenomenal, to the point where it now competes head-to-head with historic giants such as Nike and Adidas in certain markets. It is no coincidence that in 2019, Roger Federer decided to invest in the company, anticipating a future that is now the present: technology, innovation, and a top-notch product.
Until now, its focus had been very clear: running shoes and technical apparel, with a presence in professional tennis as well. But what few expected was that its arrival in padel would be so soon… and so forceful.
There is no better introduction than to do so with the world’s No. 1. Arturo Coello fits perfectly into the profile of a global ambassador sought by a brand like On. From now on, the Swiss company will be responsible for dressing and shoeing the Valladolid native on the court.
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A new sponsorship model
This move is not an isolated one. It is, in fact, yet another sign of where the professional padel ecosystem is evolving. The internationalization of the circuit has skyrocketed costs for players and, at the same time, put brands under increasing pressure.
In many cases, the solution lies in diversifying sponsorships. In Coello’s case, HEAD will continue to be his main sponsor for rackets, while On will cover clothing and footwear. This is an increasingly common model that we are already seeing with other players such as Mike Yanguas and Coki Nieto with ASICS.
The result is clear: padel continues to grow, brands spread the risk, and the ecosystem becomes more sustainable. The fact that a company of the caliber of On Running has decided to fully commit to padel is one of the best possible pieces of news for the present and, above all, for the future of our sport.
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