\n\tAs Adidas and Nike continue to duke it out over who may win over the consumer during the World Cup tournament this summer, the two powerhouse brands may have another competitor in the mix soon.<\/p>\n
\n\tIn a new Bloomberg story, On cofounder Olivier Bernhard reportedly confirmed the move into the football sector, saying that the company is \u201cabsolutely\u201d interested in the move.<\/p>\n
\n\tBut a representative for On stopped short of confirming the news. In a statement sent to FN, the rep said that the Swiss company is \u201coperating from a position of strength, with significant growth opportunities across its existing business.\u201d<\/p>\n
\n\t\u201cWe continue to see strong potential in our core categories and markets, while also evaluating opportunities in new sports, including major spectator sports such as football and others,\u201d the spokesperson stated. \u201cWe will share further details when there are concrete decisions to announce.\u201d<\/p>\n
\n\tIf this category were to come to fruition, it wouldn\u2019t be the first time<\/a> the running-focused brand jumped into making shoes for a new sport. In 2020, the company launched its first tennis-inspired sneaker, The Roger, with Roger Federer as a partner.<\/p>\n \n\tAnd earlier this month, the company noted it was getting into Hyrox, the rapidly growing sport of hybrid fitness racing, with the debut of the Cloud X Tempo Pro sneaker. Built to handle race-day intensity, the final production model of the Cloud X Tempo Pro aims to deliver \u201cproven pace and power across every station and running stride,\u201d the company said.<\/p>\n \n\tAlong with the shoe, On also announced<\/a> the signing of athletes Alexander Roncevic and Ida Mathilde Steensgaard in the competitive fitness racing space of Hyrox.<\/p>\n