Coello signs to On for padel shoe development
World No 1, Arturo Coello, has been announced as On’s first padel signing in a deal that will deliver the cult running shoe manufacturer’s first padel-specific footwear.
The Swiss brand, founded by triathlete Olivier Bernhard in 2010, has already expanded from its running roots into tennis (legendary Roger Federer is an ambassador) and lifestyle activities, making padel a natural expansion for the brand famed for its hollow ‘CloudTec’ underfoot pods to cushion landings.
Spaniard Coello will not only be wearing On shoes, he will be integral to the development of them. Work has already started but they aren’t expected to hit the shelves until September 2027. Until then Coello will wear prototypes as well as On apparel.
Spirit
“Arturo Coello is not just the best padel player in the world, he embodies the spirit of a new generation – powerful, dynamic and fearless in challenging the established order,” said Feliciano Robayna, Head of Athlete Management for Tennis at On.
“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,” added Robayna.
Journey
Arturo Coello’s padel journey began at the age of seven on the courts of his hometown of Mojados, Spain. Initially playing padel, tennis and football, he fully committed to the sport at 16 and rose quickly through the youth ranks, with his professional debut in 2019.
Two years ago, aged 21, Coello became the youngest player ever to reach the World No 1 ranking. In partnership with Agustín Tapia, he achieved a historic 47-match winning streak. The duo has amassed more than 37 major titles across professional tours, breaking previous records.
“I’m incredibly proud to partner with On as their first padel player athlete,” said Coello. “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.” 🎾
