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Mbappé Joins On, Ends 20-Year Nike Partnership
Kylian Mbappé has ended his 20-year partnership with Nike to sign with Swiss sportswear brand On as a global ambassador and product development partner. The move marks On's major entry into football and comes as the brand appoints Thierry Henry as its director of football, challenging Nike and Adidas's dominance in the sport.
Quick Facts
- Mbappé signed with On as global ambassador
- Mbappé ended 20-year Nike partnership
- Mbappé will work on footwear and apparel product development
- On announced entry into football market
- On appointed Thierry Henry as director of football
Related Insights
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Kylian Mbappé has signed with Swiss sportswear brand On, ending a roughly 20-year partnership with Nike that began in 2006 when he was a child. The 27-year-old Real Madrid forward will serve as a global ambassador and work directly with On's product development teams on footwear and apparel, including the company's Lightspray robotic shoemaking technology. The deal includes cash and equity components, though financial terms and contract length were not disclosed.
Mbappé's move represents a significant entry by On into the football market, traditionally dominated by Nike and Adidas. The signing comes as On also appointed former French striker Thierry Henry as its director of football and expanded its relationship with Sydney Schertenleib, a Swiss player for FC Barcelona's women's team. On plans to launch its first football boots in 2027.
In a statement, Mbappé said: "From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow's game. 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." Henry stated that the brand's approach aims to "listen to players, understand what they need and create something that can genuinely add to the game."
The signing marks a rare departure of a top athlete from Nike during his prime years. Mbappé, the World Cup's all-time leading scorer with 22 goals, had become one of Nike's foremost football ambassadors, succeeding Cristiano Ronaldo. His exit follows Spanish World Cup winner Lamine Yamal's departure from Nike to Adidas in 2024.
Nike's shares are hovering around a 12-year low amid broader challenges the company faces, including competition from emerging brands. Conversely, On's stock rose following the announcement. On was founded in 2010 as a running shoe manufacturer and gained prominence after tennis legend Roger Federer became an investor in 2019; Federer himself later switched from Nike to On.
Why This Matters
Mbappé's departure from Nike to On marks a measurable shift in athlete endorsement dynamics and market competition in football. On's entry into football, backed by Mbappé and Thierry Henry's appointment, signals a direct challenge to Nike and Adidas's two-decade duopoly in the sector. Financial markets reacted immediately: Nike shares approached a 12-year low while On's stock rose following the announcement. On plans to launch football boots in 2027, creating a new supply chain and retail presence in professional football equipment. The deal affects equipment sourcing for Real Madrid's operations and influences sponsorship patterns for other athletes considering alternative partnerships.
Timeline & Sources
Jan 1, 2006
WireMbappé signs with Nike as a child
Jan 1, 2010
WireOn Holdings founded as running shoe manufacturer
Sep 18, 2026
WireOn announces Mbappé signing and entry into football market; Thierry Henry appointed director of football
Jan 1, 2027
WireOn plans to launch first football boots
Related Signals
Sources
- Mbappé Signs Up for On’s Push Into Football in Blow for NikeBloomberg.comWireSep 18, 2026
- On Holdings New Partner; Netflix Analyst Downgrade | Stock MoversbloombergWireSep 18, 2026
- Mbappé Signs with OnbloombergWireSep 18, 2026
- On signs French football star Mbappé, delivering another knock for NikeCNNMediaSep 18, 2026
- Kylian Mbappé leaves Nike and signs with sponsor OnESPNMediaSep 18, 2026
- Mbappe Ends Nike Partnership To Join Swiss Brand OnChannels TelevisionMediaSep 18, 2026