Coello signs sponsorship with Roger Federer's On

On makes its first real padel move by signing World No.1 Arturo Coello

Swiss performance brand On has officially entered padel’s top tier, announcing the signing of World No.1 Arturo Coelloas its first padel athlete. The partnership, revealed on 8 January 2026, goes well beyond branding and positions Coello as a hands-on contributor to padel-specific footwear development.

For On, this is a strategic step rather than a symbolic one. Padel presents unique movement demands—explosive lateral pushes, repeated net recoveries, and heavy load through split steps—that standard tennis footwear doesn’t fully address. Coello will work directly with On’s product teams in Switzerland, feeding technical insight into the design process as the brand builds footwear specifically for glass courts.

Coello’s rise makes him an obvious choice. From Mojados to the top of the world rankings, the 21-year-old has redefined left-side dominance through sheer presence at the net and relentless overhead pressure. Alongside Agustín Tapia, he has set new benchmarks, including a historic 47-match winning streak and more than 37 major titles across professional tours.

The first On padel shoes developed with Coello are expected to launch in summer 2027. That timeline matters. It suggests On is taking the long view—testing, refining, and building credibility—rather than rushing product to market.

If the execution matches the intent, this could mark the beginning of a serious new player in padel performance footwear.

You can read the original announcement in On’s official press release published on 8 January 2026.