{"id":3252,"date":"2026-09-19T10:31:24","date_gmt":"2026-09-19T10:31:24","guid":{"rendered":"https:\/\/swissdaily.ch\/on-equipementier-suisse\/"},"modified":"2026-09-19T10:31:24","modified_gmt":"2026-09-19T10:31:24","slug":"on-equipementier-suisse","status":"publish","type":"post","link":"https:\/\/swissdaily.ch\/de\/on-equipementier-suisse\/","title":{"rendered":"Mbapp\u00e9 et Thierry Henry s’associent \u00e0 On, l’\u00e9quipementier suisse en pleine ascension"},"content":{"rendered":"

Il y a quelque chose de significatif dans le fait que deux des noms les plus reconnaissables du football mondial choisissent d\u00e9sormais de s’associer \u00e0 une marque n\u00e9e \u00e0 Zurich il y a \u00e0 peine plus d’une d\u00e9cennie. Kylian Mbapp\u00e9<\/strong> et Thierry Henry<\/strong> ont rejoint le portefeuille de partenaires d’On<\/strong>, l’\u00e9quipementier suisse cot\u00e9 au New York Stock Exchange depuis 2021, dans un mouvement qui illustre autant la mont\u00e9e en puissance commerciale de la marque que l’\u00e9volution des strat\u00e9gies d’image dans l’industrie du sport.<\/p>\n<\/p>\n

Fond\u00e9e en 2010 \u00e0 Zurich par Olivier Bernhard, David Allemann et Caspar Coppetti, On s’est d’abord impos\u00e9e sur le segment de la course \u00e0 pied haut de gamme avant d’\u00e9largir m\u00e9thodiquement son empreinte vers le tennis, le trail et d\u00e9sormais le football. La trajectoire est celle d’une entreprise qui a su transformer une innovation produit \u2014 la semelle CloudTec<\/strong> \u2014 en avantage concurrentiel durable, puis en capital de marque suffisamment solide pour attirer des ambassadeurs de premier rang mondial.<\/p>\n<\/p>\n

Mbapp\u00e9, capitaine de l’\u00e9quipe de France et joueur du Real Madrid, repr\u00e9sente une audience globale chiffr\u00e9e en centaines de millions de suiveurs. Henry, l\u00e9gende du football fran\u00e7ais et d\u00e9sormais entra\u00eeneur reconnu, apporte une cr\u00e9dibilit\u00e9 technique et une long\u00e9vit\u00e9 d’image que peu d’athl\u00e8tes peuvent revendiquer. Ce double recrutement n’est pas un hasard de calendrier : On cherche \u00e0 asseoir sa l\u00e9gitimit\u00e9 dans le football, march\u00e9 dont les volumes d\u00e9passent structurellement ceux de la course ou du tennis.<\/p>\n<\/p>\n

Du point de vue du Finanzplatz<\/strong> helv\u00e9tique, ce partenariat m\u00e9rite une lecture \u00e9conomique pr\u00e9cise. On affiche une croissance de ses revenus nets sup\u00e9rieure \u00e0 25 % sur les derniers exercices publi\u00e9s, et sa capitalisation boursi\u00e8re d\u00e9passe r\u00e9guli\u00e8rement les 20 milliards de dollars. L’entreprise reste cependant expos\u00e9e \u00e0 des pressions concurrentielles intenses de la part de Nike et Adidas, deux acteurs dont les budgets marketing repr\u00e9sentent des multiples consid\u00e9rables de ceux d’On. S’adjoindre Mbapp\u00e9 constitue donc moins un luxe qu’une n\u00e9cessit\u00e9 strat\u00e9gique pour exister dans l’espace mental du consommateur football.<\/p>\n<\/p>\n

La dimension suisse de cette histoire m\u00e9rite d’\u00eatre soulign\u00e9e sans exc\u00e8s de fiert\u00e9 nationaliste. On emploie plusieurs centaines de personnes en Suisse, maintient ses fonctions strat\u00e9giques \u00e0 Zurich et contribue \u00e0 diversifier un tissu \u00e9conomique helv\u00e9tique souvent r\u00e9duit, \u00e0 l’\u00e9tranger, \u00e0 la finance et \u00e0 la pharma. Le fait qu’une marque de sport puisse \u00e9merger et prosp\u00e9rer dans ce contexte institutionnel \u2014 fiscalit\u00e9 cantonale comp\u00e9titive, acc\u00e8s aux talents internationaux, stabilit\u00e9 r\u00e9glementaire \u2014 constitue un signal utile sur les atouts structurels du site \u00e9conomique suisse.<\/p>\n<\/p>\n

Reste la question de l’efficacit\u00e9 r\u00e9elle de tels partenariats. Les donn\u00e9es sectorielles montrent que l’association d’une marque \u00e0 un athl\u00e8te de notori\u00e9t\u00e9 maximale g\u00e9n\u00e8re des effets mesurables sur la reconnaissance et l’intention d’achat, mais que la conversion en parts de march\u00e9 d\u00e9pend in fine de la qualit\u00e9 produit et de la distribution. On dispose des deux. La prudence analytique commande n\u00e9anmoins de ne pas surestimer l’impact \u00e0 court terme : le football est un territoire o\u00f9 Nike et Adidas ont construit des d\u00e9cennies de loyaut\u00e9, et o\u00f9 l’entr\u00e9e d’un nouvel acteur, m\u00eame bien capitalis\u00e9, se mesure en cycles longs.<\/p>\n<\/p>\n

Ce que ce mouvement r\u00e9v\u00e8le, en d\u00e9finitive, c’est moins la puissance actuelle d’On que la direction dans laquelle l’entreprise zurichoise entend peser. Ambitieuse, m\u00e9thodique, ancr\u00e9e dans une logique de performance plut\u00f4t que de spectacle, On ressemble assez \u00e0 la Suisse qu’elle repr\u00e9sente.<\/p>","protected":false},"excerpt":{"rendered":"

Il y a quelque chose de significatif dans le fait que deux des noms les plus reconnaissables du football mondial choisissent d\u00e9sormais de s’associer \u00e0 une marque n\u00e9e \u00e0 Zurich il y a \u00e0 peine plus d’une d\u00e9cennie. Kylian Mbapp\u00e9 et Thierry Henry ont rejoint le portefeuille de partenaires d’On, l’\u00e9quipementier suisse cot\u00e9 au New […]<\/p>\n","protected":false},"author":4,"featured_media":3251,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,8],"tags":[],"class_list":["post-3252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-sports"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"yoast_head":"\nOn : l'\u00e9quipementier suisse conquiert le football mondial<\/title>\n<meta name=\"description\" content=\"Mbapp\u00e9 et Henry rejoignent On. 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