World No. 1 padel player Arturo Coello is joining forces with Swiss sportswear brand On to design the next generation of padel shoes and apparel. Announced January 8, 2026, the deal makes Coello On’s first padel athlete and a hands-on partner in product creation—not just a face on a poster.

For On, this is a clear statement: padel is part of its growing racket-sports push, and it wants to build gear for the sport’s unique demands with help from the game’s top talent. For Coello, it’s a chance to shape the very tools he relies on every week on tour.

There’s also a long runway to get it right. On says the first padel-specific footwear created with Coello is expected to reach consumers in Summer 2027. The Bandeja, a specialist outlet, adds a firmer retail target: “not expected to hit the shelves until September 2027.” Until then, fans will see Coello compete in On prototypes—early versions built to be tested, tweaked, and tested again.

The deal: more than a logo, a lab partnership

On calls the agreement “far more than a simple endorsement.” Coello will give detailed technical feedback directly to On’s product team in Switzerland, shaping shoes made for the pace, pivots, and pressure of padel courts. The goal is clear: build gear that helps athletes at every level play better.

Coello’s own words from the announcement set the tone: “I’m incredibly proud to partner with On as their first padel player athlete… 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.”

On’s Feliciano Robayna, Head of Athlete Management for Tennis, added: “Arturo Coello is not just the best Padel player in the world, he also embodies the spirit of a new generation—powerful, dynamic, and fearless in challenging the established order.” The message is bold: this is a sport on the rise, and On wants to influence its future.

“On didn’t just sign a star—they signed a co-designer. That’s a power move for padel.”

Why Coello? The sport’s youngest-ever World No. 1

Coello became World No. 1 at just 21, the youngest player ever to reach the top of the padel rankings. He was born March 8, 2002, in Valladolid, Spain, and is now the fourth Spaniard to hold the top spot after Juan Lebrón, Paquito Navarro, and Ale Galán.

His partnership with Agustín Tapia has been dominant. On says the duo produced a 47-match winning streak on the pro circuit, while PadelPROShop reports 46 in a row. Either way, the run was historic. Together they’ve collected more than 37 major titles across the top tours.

Coello’s rise also includes national pride. He was part of the Spanish team that claimed the 2021 World Padel Championship, a reminder that his impact stretches beyond individual trophies.

“If you want to build the best padel shoe, you start with the best padel player. Simple.”

From prototype to product: the road to 2027

Don’t expect a quick drop. On and Coello are signaling a careful process built around testing and iteration. Work on the padel line has already started, and Coello will wear prototypes in competition. The aim is to turn live match feedback into better traction, stability, comfort, and confidence—the things players notice most.

The company’s own framing is all about collaboration and craft: a deep partnership where Coello’s on-court experience feeds directly into the innovation pipeline. That approach takes time, which explains the Summer 2027 target and The Bandeja’s more precise September window.

For fans, this means a rolling show-and-tell. Each time Coello steps on court in 2026 and 2027, the shoes on his feet will hint at what’s coming to retail. Small changes in design or materials will likely reflect weeks of testing and notes.

“No rush to market—just get it right. I’d rather wait for a true padel shoe than a rebadged tennis model.”

The business angle: On steps into padel’s fast lane

On has been building its racket-sports presence, and this is its first move into padel with an athlete. The choice of Coello sends a clear signal about ambition. It wants a flagship partner who can help set performance standards for a fast-expanding sport.

There’s also context for fans tracking Coello’s gear. Retail listings such as PadelPROShop and Padel USA have long promoted his HEAD-branded rackets and kit, including signature models, bags, and shoes. Those pages even note HEAD as his sponsor for apparel and footwear at the time of their product text. With On now in the picture for padel footwear and apparel, watch for a transition on court and across retail as prototypes give way to final products.

If the collaboration delivers, the ripple effect could be big. Top-tier, purpose-built shoes tend to raise expectations for everyone—athletes, casual players, and rival brands. A rising sport gets a rising standard.

What it means for players at every level

Coello’s involvement suggests the final shoes won’t be generic. They’ll be tuned for the stop-start rhythm of padel, the quick changes of direction, and heavy usage on specific court surfaces. On says it wants to bring its “unique mix of performance, cutting-edge innovation, and functional style” to the sport’s real demands.

That combination could matter most for everyday players. If the testing feedback loops are tight, the improvements Coello needs under pressure may translate to more comfort, support, and trust for weekend games too. That’s where great performance products tend to win hearts—they make the hard stuff feel easier.

Timeline recap and what’s next

• Announcement: January 8, 2026 – Arturo Coello becomes On’s first padel athlete and a core collaborator.
• Development: Ongoing in Switzerland with direct feedback from Coello; prototypes already in use during competition.
• Release: On targets Summer 2027; The Bandeja reports a likely retail date in September 2027.

Between now and launch, expect steady visuals of Coello’s prototypes and perhaps subtle cues about cushioning, grip, and support changes as the project moves from sample to shelf. The work behind the scenes—fit sessions, lab testing, and match checks—won’t be flashy, but it’s where real gains happen.

In other words, the countdown to 2027 isn’t just waiting. It’s building.

Bottom line: The world’s best padel player is teaming with a Swiss innovation brand to shape what players wear next. Whether you’re chasing trophies or chasing your friends around the local cage, the products born from this partnership aim to make the sport faster, safer, and more fun.

And if Coello’s track record—47 straight wins per On, 46 per PadelPROShop; more than 37 major titles; youngest-ever No. 1—is any guide, this project will be defined by a simple promise: keep raising the level.