Kylian Mbappé, football superstar, has been signed by Swiss sports brand On in a bid to step into the soccer market and rival industry leaders Nike and Adidas.
Mbappé aligns with On as company pivots to football
On, which has built its reputation on running footwear and creative sneaker technology, announced on Friday that Kylian Mbappé has officially joined its team. This announcement is significant, as Mbappé, who had a longstanding relationship with Nike dating back to his youth, will now lead On’s expansion into football—a market largely shaped by the legacies of Nike and Adidas.
Further, several major football personalities are strengthening their involvement with On. Sydney Schertenleib, current FC Barcelona and Swiss national team player, has deepened her partnership since coming onboard as an ambassador last year; she is taking an active role in the development and testing of new football products, according to recent company updates. The brand has also secured the expertise of retired French icon Thierry Henry, who began partnering with On in 2025 and is now serving as the brand’s director of football.
Pursuing space in a well-defended sector
The recruitment of Mbappé and other high-profile ambassadors comes as On prepares to compete against well-entrenched brands such as Nike, Adidas, and Puma. BMO Capital Markets’ Kelly Crago and Owen Tunstill recognize the Mbappé signing as “a great way to start” for On’s foray into the football business, noting how competitors like Skechers and New Balance have yet to make significant gains, even with their own sponsorship deals.
Michael Binetti’s team at Evercore ISI suggests that On may lean into lifestyle-oriented designs as part of its strategy, complementing its performance focus. With football boots and jerseys generating slimmer profit margins while fashion offers greater returns, this positioning could help On set itself apart. Still, Binetti underlines the difficulty of breaking into the soccer category, which remains tightly controlled compared to the running segment, where On has so far excelled.
Statements from both Mbappé and Schertenleib underscore the centrality of innovation in the partnership, as both spoke enthusiastically about contributing to On’s football ambitions. 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,” emphasizing a desire to merge his football knowledge with On’s innovative energy while preserving the spirit of the sport.
Analysts’ doubts and future challenges
Despite much attention, a number of analysts remain cautious. Randal Konik’s team from Jefferies highlighted that On will need to invest significantly simply to participate in the football market. Drawing on Under Armour’s collaboration with Steph Curry in basketball, they point out that even top athletes cannot guarantee instant category dominance.
Jefferies analysts further argue that football customers are fiercely loyal to brands with “decades of performance credibility,” such as Nike, Adidas, and Puma. They state, “Launching a football line is one thing; convincing players to switch equipment in a category where performance credibility drives purchase decisions is another.” If On fails to be truly recognized as a performance football brand, its premium-priced products may struggle to win over dedicated athletes.
With its inaugural football season approaching, On faces the crucial test of whether its combination of star partnerships and lifestyle-driven innovation will be enough to overcome entrenched loyalties and meet the demanding standards of the global soccer community.