Oct 14, 2026 12:26

1 hour ago

by Chris

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On Hides Secret Football Boot Archive on Website in Clever Easter Egg

1 hour ago, by Chris

158 views

Add as preferred source

Unconventional Marketing Strategy: Swiss brand On is generating excitement for its football market entry by embedding an interactive Easter egg on its official website, rather than using traditional marketing methods.
Accessing the Hidden Archive: Users can uncover a secret archive of prototype boot imagery and development files by searching a specific code (ON-DCPT-KM010) found on Kylian Mbapp\u00e9's boots within the On website, then inspecting the page source to find a hidden URL.
Content of the Secret Lab: The hidden "On LABS" interface, unlocked with prototype codes, provides access to official studio shots and behind-the-scenes files of the LightSpray football boot prototypes.

Swiss brand On has taken an unconventional and creative approach to building hype for its high-profile entry into the football market. Rather than keeping development strictly behind closed doors or relying on standard press teasers, the brand has embedded an interactive Easter egg directly into its official website, allowing eagle-eyed fans to uncover hidden development files and prototype imagery of its upcoming boots. Huge thanks to Versus for the images.

See the hidden On Football page now

On Hides Secret Football Boot Archive on Website in Clever Easter Egg

Hidden On Labs Portal Teases LightSpray Boots

The digital scavenger hunt begins when users search the developmental code stamped on Kylian Mbappé's boots (ON-DCPT-KM010) in the On website's search bar. The result reveals a cryptic poem that instructs users to inspect the page source. Peeking into the browser's developer console on On's football landing page uncovers a faux-developer comment linking to an unlisted URL - on.com/en-gb/lab-files.

Visiting the page opens a desktop-style "On LABS" interface, where Mbappé's prototype code serves (ON-DCPT-KM010 & ON-DCPT-KM210) as the password to unlock folders containing official studio shots and behind-the-scenes files of the LightSpray football boot prototypes.

We were not able to unlock all folders yet, only the first two.

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