Moving into football is a big call. Doing it with Kylian Mbappé leaving Nike to join you, and Thierry Henry becoming your director of football, makes your ambition pretty clear.
On announced both this month, with its first football boots planned for 2027. Mbappé's deal includes equity, giving him a stake in the business he's helping to build.
What interests me is how this changes our sense of what On can become. Its ambition now reaches into one of sport's most competitive and culturally influential markets. Mbappé and Henry give that move attention, expertise and credibility before the boots reach the shelves.
For a challenger, that matters. You need people to take you seriously enough to consider changing what they buy. On has given football a reason to pay attention. The product now has to earn its place.
That's why it's our September pick. A bold commercial move that expands the possibilities of the brand. Plenty still to prove. But you can see exactly where it wants to go.