The Swiss athletic footwear and apparel company On has secured the services of French football superstar Kylian Mbappé, taking him away from industry giant Nike. The recruitment serves as a cornerstone for On’s strategic initiative to establish a significant presence in the football sector.
Securing an athlete of Mbappé’s global stature represents a notable victory for the brand, which has historically been associated with running. The deal signals On’s intent to compete directly with long-standing market leaders in team sports and football sponsorship.
Finally, a smart move by On. Football needs fresh energy beyond the usual suspects. Good for the sport.
Mbappé leaving Nike? That’s a massive upset. I wonder how On plans to compete with such deep pockets.