On has hidden the first look at its football boots inside its own website. The way in is a code printed on the side of Kylian Mbappé’s prototype boots. Type it into On’s search bar, follow a trail into the page’s source code, and it unlocks a secret archive of studio shots and behind-the-scenes files.
The Code on Mbappé’s Boots
Mbappé has been training in On prototypes at Real Madrid’s Valdebebas training ground since the brand announced its move into football in September. Fans studying the photos noticed a short product code printed on the side of the boots.
Thierry Henry, On’s director of football, then shared a pair of his own with a different code on it.
What the Search Bar Said
Typing Mbappé’s code into the search bar on On’s website brought up a cryptic poem instead of a product page. The poem told readers to inspect the page.
Most shoppers would never follow that instruction. Fans who knew their way around a browser opened the developer tools on On’s football landing page. There they found a comment that looked like it had been left behind by a developer, and it contained a link to an unlisted page.
Inside the Source Code
The link opened On Labs, an interface designed to look like the desktop of an On employee. It is full of locked folders, some marked “DO NOT SHARE.”
Each folder asks for a password. Mbappé’s boot code opens one, and Henry’s opens another. When Footy Headlines reported the find in mid October, only the first 2 folders had been unlocked, which suggests more codes are still to come.
What the Folders Hold
Inside are official studio shots and behind the scenes images and videos of On’s LightSpray football boot prototypes. LightSpray is a robotic process On has used in running shoes since 2024. A machine sprays a continuous filament around a shoe last to create a seamless, one piece upper instead of stitched panels.
On says the football version aims to be “exceptionally lightweight, precise, and close to the athlete like a second skin.” Both laced and laceless versions have been seen in testing.
Why On Needs Football Fans Now
The boots are On’s entry into football, and Mbappé is the reason the world is watching. The France captain ended a relationship with Nike that lasted nearly 20 years and joined On in September as its global football figurehead and product development partner. On calls it an “entrepreneurial relationship” with cash and equity incentives. The size of the deal has not been disclosed.
Henry has worked on On’s football plans since late 2025, covering product, athletes and how the brand approaches football culture.
The first products will not go on sale until 2027. On has not announced a name, price or release date.
Why Hide It at All
On has months to fill before there is anything to buy. Hiding the first look inside its own website turns a product reveal into a treasure hunt. Fans who crack it get to share something others have not seen, and every post sends more people back to the site to try for themselves.
Creators have helped spread it. Ben Black posted a video of his find, which football site Footpack reportedly said was sponsored by On.
Most brands reveal new boots with a film. On revealed its first look with a password and let the fans do the unveiling.
Campaign Name: Not mentioned
Agency Name: Not mentioned
Brand Name: On
Location: Online, on.com (October 2026)
