A rubber hose inspired this footwear brand in 2010; 16 years later, Kylian Mbappé has joined its $10B empire

A piece of garden hose may seem like an unlikely starting point for a global sportswear company, but that is where the story of Swiss footwear brand On began. In 2010, retired professional athlete Olivier Bernhard was experimenting with ways to create a running shoe that could deliver a different sensation underfoot. One of his early prototypes used pieces of garden hose glued to the outsole. The unusual experiment eventually became the foundation for the technology that helped define On's shoes and, with it, a company that has grown into a multibillion-dollar sportswear business.Sixteen years later, On has expanded far beyond its original running focus. In September 2026, French football superstar Kylian Mbappé ended his long association with Nike and signed with the Swiss company, becoming a global partner and shareholder as On prepares to enter the football market.The deal marks a striking new chapter for a company that did not exist until 2010 and whose first breakthrough came from a retired athlete trying to reinvent the running shoe.From athlete's experiment to a new shoeBernhard was not a conventional footwear entrepreneur. Before founding On, he had built his career as an e...