Swiss footwear brand On announced a significant expansion into football as soccer superstar Kylian Mbappé agreed to join its roster, ending a nearly two-decade relationship with Nike. The move marks a strategic pivot for On, which has been actively branching out beyond its core running segment.
Mbappé, who currently plays for Real Madrid, initially joined Nike in 2006 as a child. Over the years, he became one of the sport’s most prominent figures, emerging as the all-time leading scorer for Paris Saint-Germain, the French national team, and in FIFA World Cup history. He also captured the World Cup title with France in 2018.
In a statement regarding the transition, Mbappé expressed enthusiasm about collaborating with On to develop new products. “I want to bring my experience and perspective into what we create, push what’s possible through innovation, and always stay true to the joy of football. We have a shared dream, and this is only the beginning,” he said.
David Allemann, founder and co-CEO of On, emphasized the brand’s desire to disrupt the soccer market. “Football doesn’t need another sportswear brand to do more of the same,” Allemann stated. “Football needs new ideas and a challenge to what is possible.”
Nike, which has represented several top soccer talents including Erling Haaland, Vinicius Junior, Alexia Putellas, and Sam Kerr, acknowledged the split with good grace. The company noted that it shared many defining moments with Mbappé over the last 20 years. “We are proud of what we achieved together on and off the pitch. As he moves into the next phase of his career, we wish him continued success for what comes next,” Nike said in a statement.
Despite the high-profile nature of the deal, some analysts urged caution. In a recent note, Jefferies warned that entering the football market is one of the most costly endeavors for athletic brands and argued that “performance credibility cannot simply be bought.” The firm drew parallels to Under Armour’s historical partnership with Stephen Curry, noting that a single star athlete does not guarantee dominance in a sport.
Twenty years with Nike is a long time. Sad to see them go, but smart business for both sides moving forward.
Does On even make proper football boots? Seems like a risky pivot from running into the most competitive market out there.
Wow, this is huge. I had no idea Under Armour struggled with this strategy before. Hope Mbappé doesn’t repeat that mistake.
Mbappé finally leaving Nike! Can’t wait to see if On can actually compete with the big boys in football gear.