A major switch in football marketing
Kylian Mbappé has left Nike and signed with Swiss sportswear company On, ending a relationship that began when he was nine years old. The deal gives the Federer-backed brand one of football's biggest global names as it tries to move beyond running and tennis.
On said the arrangement includes cash and equity, but neither company disclosed the financial terms. Reuters reported that the company plans to launch its first football boots in 2027 and has hired former France striker Thierry Henry as its director of football.
For fans, the immediate question is simple: what will Mbappé wear next? The longer answer is that this move is about a new challenger trying to enter one of the most competitive sportswear markets in the world.
Why Mbappé is such a valuable signing
Mbappé is the captain of France, a World Cup winner and one of the most recognisable players in club football. His visibility reaches far beyond match days, which makes him a rare fit for a brand building awareness in new markets.
Nike had used him as a central football ambassador, including for signature editions of its Mercurial boots. The company still has deep links to the French national team and will supply Germany's national teams from 2027, but the loss adds to pressure during a broader turnaround effort.
Nike has also seen Lamine Yamal move to Adidas and will lose its long-standing Premier League match-ball deal to Puma. One athlete does not decide a company's future, but these changes show how aggressively rivals are competing for football's biggest platforms.
What On is trying to build
On became well known through performance running shoes and later increased its profile through tennis, where Roger Federer is an investor and partner. Football is a far larger and more crowded market, dominated by Nike, Adidas and Puma.
The company will need more than one celebrity deal to win players and fans. It must create credible boots, secure club and athlete relationships, and prove that it can serve football markets around the world. Bringing in Henry adds sporting experience, while Mbappé gives its launch instant attention.
On's shares were only slightly higher after the announcement, suggesting investors see both the opportunity and the cost of competing with established brands.
What fans should watch
Mbappé's first On football products, the 2027 boot launch and the brand's player roster will be the next big signals. The deal is already a major marketing moment, but success will depend on whether On can convert visibility into products that players want to wear.
For Nike, the focus remains product innovation and its wider football strategy. For On, it is a high-profile chance to prove that a smaller challenger can become part of football culture.
Primary source: Reuters
