Kylian Mbappé has ended a relationship with Nike that began in 2006, when he was nine, and signed with Swiss sportswear brand On. The move marks On’s entry into football.
The brand plans to launch its first football boots in 2027. Mbappé will work directly with On’s product teams to develop and test future football footwear and apparel.
From Nike Icon to On’s Football Face
Mbappé will also become a global ambassador. for On. This makes the partnership more than an endorsement play. On is bringing an athlete into the product-development process from the beginning.
The company plans to apply its LightSpray™ manufacturing technology to football, adapting its innovation-led approach to the demands of the game.
Building a Football Ecosystem
On has also appointed French football legend Thierry Henry as Director of Football. Henry has been involved with the brand’s football strategy since late 2025, contributing to product and athlete development.
Swiss international and FC Barcelona player Sydney Schertenleib is also contributing to product testing, bringing a perspective from the women’s game.
For marketers, the strategy signals a shift from simply buying visibility through star athletes. On is attempting to build credibility through product, expertise and culture simultaneously.
The Last Word
On’s football launch shows how challenger brands can use elite talent not just to advertise a category, but to help build the product and brand ecosystem around it.