On is on a mission.

At the company’s investor day inside its Zurich headquarters on Tuesday, the Swiss sportswear company laid out its plans for the next three years as it looks to continue its growth path as a publicly traded company. And according to On’s leadership, its 2029 ambitions lie inside a “premium playbook.”

Part of this playbook includes adding new categories to its business. On Friday, On announced a surprising new deal with Real Madrid forward Kylian Mbappé to be the face of its new football category.

According to the Swiss athletic firm, Mbappé will be “at the heart” of On’s football journey. He will work directly with On’s product teams, integrating his elite perspective into the development and testing of future football footwear and apparel, the company confirmed on Friday. He will also become a global ambassador for On, extending the partnership beyond football into movement, performance and contemporary design.

Mbappé, who has been with Nike since 2006 when he was only eight-years-old, according to his personal website, said in a statement that what drew him to On was the “opportunity to build something entirely new together that will help shape tomorrow’s game.”

At the investor day Tuesday, David Allemann, founder and co-chief executive officer of On, noted that the announcement drove $8 billion in earned media reach, the most seen story in the company’s history.

“In Mexico, 312-times our baseline reach,” Allemann said. “In China, 344-times our baseline reach. Plus, 50.5 percent share of voice in all football-related media mentions. Seventy-two percent of new followers we attracted since the announcement are under the age of 35, an organic social in organic social media, over 4,000 times engagement than our comparable average. This is what football does to a brand’s relevance before we have sold a single boot.”

Caspar Coppetti, founder and co-chief executive officer of On, added that the company isn’t just getting into soccer “because the market is big,” but because at the premium end of the sport, there is still space open for “radical innovation on the pitch.” The first On Football product range is expected to be released in 2027.

After touting its early success with its expansion news last week, Coppetti added that On will enter the golf category in early 2027.

“It is no secret that many golfers already playing On,” Coppetti said. “What you might not know is that our chief design officer, Thilo Brunner, is a golf fanatic as is our president and chief operating officer Scott Maguire. And, our partner, Roger [Federer] now plays more golf than tennis.”

The executive noted that it aims to “disrupt” the golf category by bringing the On premium “playbook into new arenas with products that perform at the highest level and experiences that connect course, stadium and street.”

Federer, who made an appearance at the investor day on Tuesday, added that he was “very excited” about this new sport, referring to On’s extension into golf.

“Yes, retirement is good,” Federer said. “You should try it out, by the way, [retirement] gives you more time to play golf. And obviously, I’m very excited to see that we have officially moved into golf. And I think we can maybe also use the blueprint from tennis when it comes to golf. I’m looking forward to everything that’s to come.”

As for the rest of On’s premium playbook, executives noted that it spells out five steps towards growth, which include innovative products, credibility earnings though athletes and talent, premium experiences, capture high-quality earnings results and investment in a culture of innovation.

To anchor its next era of profitable expansion through fiscal year 2029, On is setting new financial targets guided by the premium playbook, built on three drivers of premium growth: multi-dimensional top-line growth across verticals, regions and channels; an industry-leading gross profit margin; and operating cost leverage and productivity gains from a business at greater scale.

Over the next three years, On anticipates seeing constant currency growth in the high teens with corresponding absolute net sales reaching at least 5.6 billion Swiss francs in 2029 (approaching $7 billion) at current foreign exchange rates.

During the investor day, chief financial officer Frank Sluis, told the crowd that the company will be moving to U.S. dollar reporting as early as 2027.

“The majority of our net sales, product costs and operating costs sit outside Swiss francs and reporting in francs has meant a significant part of what you see every quarter is translation,” Sluis said. “Moving to dollars puts the reporting currency closer to the economics of the business and aligns to our share price currency. And we believe that will enable you to have more clarity in understanding the results and how we communicate to you going forward.”

As for its gross profit margin, Sluis noted that On is committed to an “industry-leading” 65 percent-plus throughout the next three years. What’s more, the company has the ambition to reach an adjusted EBITDA margin of 22 percent-plus by 2029.

“We have a plan for over 75 percent of the absolute net sales addition to come from the three key priorities you have heard a lot about today: run, lifestyle, led by our sneaker ambition, and apparel,” Sluis added.

As for its immediate financial outlook, On is reiterating its full-year 2026 outlook, which calls for constant currency net sales growth in the low-20 percent range, a gross profit margin of at least 65.0 percent, and an adjusted EBITDA margin in the range of 19.5 percent to 20.0 percent.

These figures exclude the benefit of tariff refunds. Up to $65 million are expected to be received in the third quarter of 2026, with this amount anticipated to benefit the quarter’s reported gross profit.

For the third quarter of 2026, On further expects to achieve a constant currency net sales growth rate of around 17 percent. This reflects the disciplined wholesale sell-in execution On introduced in context of its second quarter results as well as the continued strong momentum in its DTC channel.

“Our outlook firmly establishes On as a high-quality earnings compounder,” Sluis noted. “The demand is premium and multi-dimensional, with strength across all verticals and every region and every channel contributing.”