Kylian Mbappé has officially ended his long-standing partnership with Nike to sign a major agreement with Swiss sportswear brand On, entering into a new partnership that includes the appointment of former France international Thierry Henry as director of football, according to official company announcements and reports from the Financial Times and Le Figaro.
The announcement marks a significant turning point for the brand as it moves into the global football market. According to On’s corporate communications, the partnership with the France captain is designed to mirror the long-term collaboration the brand established with tennis legend Roger Federer, who also transitioned from Nike to On and took an equity stake in 2019.
From Running and Tennis to Global Football
Following its growth in running and tennis sectors, On is preparing a broad entry into association football. According to details published by the Financial Times, the brand plans to release its first football boots to the market in 2027. Subsequent phases of the project will include broader equipment development before expanding into lifestyle sneakers inspired by the sport.
Mbappé will take an active role beyond wearing the products on the pitch. According to corporate statements, the Real Madrid forward will be directly involved in the development and testing phases of future football goods. The brand intends to build its football division around his global reach; according to market data, Mbappé ranks as the fourth most-followed footballer on Instagram, trailing behind Cristiano Ronaldo, Lionel Messi, and Neymar.
Thierry Henry will also assume a central leadership role within the project. Appointed as On’s director of football, the 1998 World Cup winner has been working on the initiative since late 2025 and will oversee strategy, product development, and athlete relations, as reported by the Financial Times.
Challenging Established Industry Giants
On’s entry into football presents a direct challenge to established market leaders Nike and Adidas. Data from Fútbol Emotion cited by industry analysts shows that Nike and Adidas each outfitted more than 40 percent of the players at the 2026 World Cup, while Puma claimed roughly 10 percent of the market share. Past challengers, including Under Armour and New Balance, maintained limited footprints, while Skechers recently entered the space by signing Harry Kane.
“The football world doesn’t need another sportswear brand that does the exact same thing,” said David Allemann, co-founder and co-managing director of On, in project outlines reviewed by the Financial Times.
To differentiate its offerings, On intends to leverage proprietary technological assets, including its LightSpray automated manufacturing process, alongside a selective roster of talent. FC Barcelona midfielder Sydney Schertenleib is already participating in the development of women’s products for the company, which was founded in 2010.
Impact on Nike and the Football Market
The departure of Mbappé represents a notable blow to Nike. According to Le Figaro, the American sportswear giant had maintained an exclusive footwear and apparel contract with the French striker since his youth, building its modern football marketing around him as he surpassed records, including scoring 22 goals across World Cup final tournaments following his 2018 tournament victory.
While Nike retains contracts with major football figures—including Erling Haaland and Vinicius Jr.—and holds a long-term supplier agreement with the French Football Federation (FFF) through 2034 valued at approximately 100 million euros annually, the loss of its primary contemporary billboard athlete marks a shift in competitive dynamics. Neither On nor representatives for Mbappé disclosed the specific financial terms of the new agreement.
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