Kylian Mbappé Leaves Nike to Join Swiss Footwear Brand On in Landmark Deal
Kylian Mbappé leaves Nike to join Swiss brand On, acquiring equity and helping launch the company's first-ever line of football boots in a landmark sports industry deal.
Kylian Mbappé, the Real Madrid and France star, is ending his long-standing partnership with Nike to join Swiss footwear brand On as the company enters the football boot market for the first time in its history. According to a report in The New York Times, for On—founded in 2010 and previously known primarily as a premium running brand—this marks the most significant step in its short history: entering the world's most popular sport through one of its most recognizable players.
Beyond the sponsorship contract itself, the financial terms of which were not disclosed, it was revealed that Mbappé also received equity stakes in the company, transforming him from a traditional endorser into a genuine business partner. The move was spearheaded by Thierry Henry, the France and Arsenal legend, who has been secretly serving as On's Head of Football since 2025 and reportedly played a pivotal role in persuading Mbappé to sign following the expiration of his Nike contract in the summer.
At 27 years old, Mbappé is turning his back not only on Nike but also on rival giants Adidas and Puma, positioning On as a fresh competitor to brands like New Balance and Skechers. This represents a substantial shock for Nike, which has outfitted Mbappé since he was just eight years old, highlighting a broader trend among elite athletes: a growing desire for control, ownership, and genuine influence over their brand relationships rather than simply being another name on a roster.
Strategic Expansion and Future Outlook
In an official statement, On announced that Mbappé will "stand at the heart of the company's journey into the world of football," working directly with product development teams to shape the design and manufacturing of future football boots and apparel, alongside a global ambassador role extending into lifestyle sectors. Concurrently, the company expanded its collaboration with Swiss player Sydney Schertenleib of Barcelona, who joined as an ambassador in December 2025 and will now also contribute to football boot development.
According to David Allemann, one of On's co-founders, the brand's first football boots are expected to hit stores only in 2027 as a "premium" product, though Mbappé is expected to debut new models on the pitch in the coming weeks. The company aims to establish a firm foothold in women's football ahead of the Women's World Cup next summer. This move continues a proven business model for On: its partnership with Roger Federer, which began in 2019 and included company equity, served as the turning point that propelled the brand internationally and paved the way for its public offering two years later, raising approximately $746 million.
Financial Growth and Market Position
In its financial reports for 2025, On reported net sales of approximately £2.73 billion, a 30% surge compared to the previous year, with a stated goal of becoming the leading global premium sports brand. While Federer's signing remains the defining moment of the brand's rise, this deal represents the largest transaction the company has ever executed.
"Mbappé, with his global resonance, represents a completely different magnitude of leap for On than anything the company has done before."
Previous athletic signings included tennis champion Iga Świątek and American Ben Shelton. The pattern remains clear: top-tier athletes seeking personalized attention within a selective brand ecosystem rather than massive rosters at giants like Nike. For On, this partnership marks a monumental milestone in global sports branding.
