Mbappe’s switch to On signals strategic pivot in global sportswear market
The departure of Kylian Mbappe from Nike marks a significant institutional shift, as Swiss brand On appoints Thierry Henry to lead its football division ahead of a product launch next year.
Real Madrid and France forward Kylian Mbappe has formally ended a two-decade association with Nike to join Swiss sportswear brand On, a move that underscores the shifting dynamics of athlete endorsement in the global market. The company announced on Friday that it is entering the football sector with Mbappe as its central figure, marking the beginning of its journey into what it describes as the world’s biggest sport.
On, which was founded in 2010 with a primary focus on running and tennis footwear, has appointed 1998 World Cup winner Thierry Henry as its football director. This appointment is intended to provide institutional credibility and strategic direction as the Zurich-based firm expands its portfolio. The brand plans to launch its first football boots next year, although the specific timeline for this release has not been detailed.
The financial terms of Mbappe’s new contract were not disclosed, a common practice in high-profile sports deals that often obscures the true commercial weight of the agreement. However, the move represents a significant departure for Nike, which had been involved with the Real Madrid forward since 2006. During that period, Mbappe emerged as Nike’s foremost football ambassador, succeeding Cristiano Ronaldo, who is now 41 and approaching the end of his playing career.
Mbappe’s exit follows a broader trend of high-profile athletes shifting allegiances, including Lamine Yamal, who swapped Nike for Adidas in 2024. On also benefits from the presence of tennis great Roger Federer, who is a shareholder in the company and previously left Nike towards the end of his playing career to join the Swiss brand.
Despite the loss of Mbappe, Nike retains several of football’s biggest stars under contract, including Norway striker Erling Haaland and Brazil forward Vinicius Junior. The situation highlights the competitive pressure on the world’s largest sportswear company to maintain its dominance in the football sector while new entrants like On seek to establish a foothold through high-visibility partnerships.
In a statement, Mbappe cited the opportunity to build something entirely new as a key factor in his decision. “From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” he said. The appointment of Henry and the upcoming product launch suggest that On is treating this entry as a long-term institutional commitment rather than a short-term marketing campaign.
