Sportswear label On signs padel world no.1 Arturo Coello

On, the Swiss sportswear brand, has announced the signing of padel world no.1 Arturo Coello to its roster of athletes.

The move marks an expansion of its presence in racquet sports for On, which specialises in footwear, apparel and accessories for running, outdoor, training, all-day activities and tennis.

The Zurich-based brand says Coello – the youngest player ever to reach the top of the padel world ranking – joins the brand as an “integral” partner for padel-specific product innovation.

The Spanish powerhouse will in the coming months work directly with On’s product development team in Switzerland, providing ongoing, detailed insights to engineer footwear “specifically designed to the unique demands of the padel court”, the brand says.

On’s first padel-specific footwear products, developed in collaboration with Coello, are expected to be on sale from summer 2027.

Coello’s padel journey began at the age of seven, on the courts of his hometown of Mojados. Initially splitting between padel, tennis, and football, he fully committed to the sport at 16 and rose quickly through the youth ranks.

The Spaniard, now aged 23, made his professional debut in 2019 and at just 21 became the youngest player ever to reach the world no.1 ranking. In partnership with Argentine Agustín Tapia, he achieved a historic 47-match winning streak, and the duo have amassed more than 37 major titles across professional tours, breaking previous records.

Coello said: “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.”

Feliciano Robayna, head of athlete management for tennis at On, added: “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.

“His journey to the top, achieved at such a young age, mirrors On’s own trajectory of rapid growth and disruptive innovation across sports. This partnership is far more than a simple endorsement; it marks the beginning of a deep collaboration.

“Arturo’s in-depth technical feedback has already proven invaluable, and we are excited to work with him to develop products that bring On’s unique mix of performance, cutting-edge innovation, and functional style to the demands of this fast-expanding sport.” 

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