On September 20, exclusive news from football gear website Footy Headlines revealed that after Swiss sportswear brand On officially entered the football sector, the name of its first football boot has become a major talking point. On has already signed Mbappé and appointed French football legend Thierry Henry as head of its football division. Against this backdrop, there has been plenty of speculation over what name the brand's inaugural football boot will carry.

Previously, On showcased an ultra-lightweight football boot prototype. Built using the brand's self-developed LightSpray robotic coating technology, this prototype has been worn by Mbappé in training. However, On has yet to officially announce the boot's name, and has confirmed that the consumer-ready production model will not launch until 2027.

Footy Headlines uncovered through recent trademark filings that On Clouds GmbH, a subsidiary of On, has registered two new wordmarks in Switzerland: "Cloudcapa" and "Cloudaura". Since both names clearly tie into On's long-standing "Cloud" naming system, and were registered around the time On announced its foray into football, speculation has grown that one of them could be used for the brand's first football boot.

That said, On has not confirmed any direct link between these two trademarks and its football business as of now. As such, it remains unconfirmed whether "Cloudcapa" or "Cloudaura" will become the official name of On's first football boot.

Cloudcapa or Cloudaura? What will On's first football boot be called?

According to trademark information obtained by Footy Headlines, On Clouds GmbH registered the two new wordmarks "Cloudcapa" and "Cloudaura" in Switzerland in late August 2024.

Both trademarks fall under Class 25, covering footwear, athletic shoes, and casual sports shoes. Judging by the product categories, these names are highly relevant to On's core business and align with the brand's long-standing practice of building product naming around the "Cloud" element.

Notably, the timing of these trademark registrations closely coincides with On's official announcement of its entry into the football market. On recently unveiled its "Dream On, Football" initiative, officially naming football as a new business vertical while signing Mbappé and putting Henry in charge of football operations. Naturally, the appearance of these two new trademarks has sparked external speculation.

It should be emphasized, though, that On has not publicly stated that either "Cloudcapa" or "Cloudaura" will be the name of its first football boot.

Currently, On's football program operates under the overarching brand concept of "Dream On, Football". Whether future football boots will follow the existing "Cloud" product naming system remains to be officially announced.

Looking at the brand's past product strategy, "Cloud" has long been a core element in On's product naming. As such, both "Cloudcapa" and "Cloudaura" offer a degree of brand continuity. In particular, "Cloudaura" fits well with On's existing product naming style, which is one reason it has become a focus of external attention.

This does not mean, however, that Cloudaura has been confirmed as the official name of On's first football boot.

Footy Headlines also pointed out that these two new trademarks could entirely be used for future running shoes, training shoes, or other athletic footwear lines. Additionally, companies often register trademarks in advance for brand protection purposes, which does not necessarily mean related products will launch in the near term.

Therefore, it is still possible that the official name of Mbappé's first signature On football boot has not yet been registered, or has been registered but not made public.

On officially enters the football market

On's entry into the football sector marks a major step in the brand's business expansion in recent years.

As a Swiss sportswear brand, On was previously best known for its running products. In recent years, the brand has been expanding its athletic product portfolio, and its official entry into football means it is now set to compete directly with traditional football gear giants like Nike, Adidas, and Puma.

On's choice of Mbappé as a key partner in football has also brought significant attention to this initiative.

Mbappé is one of the most influential players in world football today, and the first On football boot tailored for him has already entered the prototype testing phase. Previously released photos show Mbappé has worn this ultra-lightweight prototype in training.

One of the biggest technical highlights of this prototype is its use of On's self-developed LightSpray technology.

LightSpray is one of On's key manufacturing technologies developed in recent years. Compared to traditional shoemaking processes, this technology uses automated robotic spraying to create uppers, reducing material usage in traditional production and helping to cut shoe weight. On has previously applied this technology to its running shoes, and is now bringing it to the football boot segment.

Judging from the exposed prototype, On clearly intends to position "lightweight design" as a key selling point for its football boots.

That said, football boots have distinct functional requirements compared to running shoes. Beyond weight, football boots must also prioritize upper touch, fit, stability, traction, and adaptability to different playing surfaces. As such, it remains to be seen whether the final production football boot from On will fully retain the design and technology of the current prototype, pending the official product reveal.

On has confirmed that its first market-available football boot will not launch in 2026, and will instead be released in 2027. This means the currently exposed product is still in the development and testing phase, and changes may be made to the final version in the future.

At the same time, the prototype Mbappé is currently wearing may not be identical to the version that eventually hits the market.

"Cloudaura" remains just speculation

Based on current information, "Cloudaura" is indeed one potential name for On's first football boot, but this claim is still purely external speculation based on trademark filings.

Both new trademarks registered by On Clouds GmbH are related to footwear products, and "Cloudaura" ties into On's long-standing "Cloud" product system, leading to speculation that it could be used as a football boot name.

On the other hand, trademark registration alone does not prove that related products will be launched.

Sportswear brands typically register a large number of trademarks in advance for future product development, brand protection, and intellectual property positioning in different markets. As such, Cloudcapa and Cloudaura could ultimately be used for running shoes, training shoes, or other athletic products.

It is even possible that neither name will be used as the official name of On's football boot.

As of now, On has not announced the final name of its first football boot. The brand has only confirmed that the new boot is still in development, with the retail version set to launch in 2027.

What can be confirmed at this stage is: On has officially entered the football market, with Mbappé as a key partner for its football program and Henry overseeing football operations; the brand's first football boot prototype exists and uses LightSpray technology, but the retail version will not hit shelves until 2027.

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