Real Madrid forward Kylian Mbappe has ended his long-standing partnership with Nike to become the leading face of Swiss sportswear company On as it prepares to enter the football boot market.
The partnership marks On’s most significant expansion since its founding in 2010, bringing one of football’s most recognisable players into the company’s plans to establish a presence in the global football footwear and apparel market.
The Athletic reported on September 18 that Mbappe has also received equity in On, although the financial terms of the agreement have not been disclosed.
On said Mbappe will work directly with its product teams on the development and testing of future football footwear and apparel, while also serving as a global ambassador for the brand.
The company plans to launch its football boots commercially in 2027, with founder David Allemann describing the products as “premium”.
The move gives On an opportunity to use Mbappe’s global profile to introduce the brand to football consumers while building a product category outside its established strength in running.
In a statement on Friday, On said that Mbappe “will be at the heart of On’s football journey, uniting one of football’s defining players with one of sportswear’s most innovative brands.”
Mbappe had been associated with Nike since he was eight years old and became one of the central figures in the sportswear company’s football portfolio alongside other global stars.
His departure also places On in direct competition with established football footwear brands including Nike, Adidas and Puma, as well as newer challengers such as New Balance and Skechers.
On’s strategy in football follows the approach it has used in other sports, where high-profile athletes have played a central role in building the brand’s visibility.
Tennis star Roger Federer joined On in 2019 under a partnership that included equity ownership, helping raise the company’s profile beyond running. On subsequently expanded further into tennis through partnerships with players including Iga Świątek and Ben Shelton.
The company has also extended its existing partnership with Swiss footballer and Barcelona player Sydney Schertenleib, who joined On in 2025 as an ambassador for training and lifestyle apparel. She will now also work on football boots.
On’s expansion comes after a period of rapid financial growth. The company reported net sales of £2.73 billion for 2025, representing a 30 percent year-on-year increase, and has positioned itself as a premium global sportswear brand.
Football therefore represents a significant new market for a company that has built its business largely around running footwear and apparel.
The commercial challenge will now be to translate the attention generated by Mbappe into sustained demand for On’s football products. The company will have to build distribution, product credibility and a wider athlete portfolio while competing against brands with decades of experience and deep relationships across professional football.
On is also preparing to expand its presence in women’s football ahead of next summer’s FIFA Women’s World Cup, giving the company another route to establish its football business.
The agreement also marks a shift for Mbappe, who moves from being one of several elite athletes under a major sportswear brand to becoming the central figure in the launch of a new football category.
His involvement in product development, combined with the equity component of the partnership, gives the relationship a structure that goes beyond a conventional athlete endorsement deal.
Source: The Athletic
