On Holding Mbappé Deal Pressures Nike
On Holding Mbappé signing marks the Swiss brand's entry into football and ends the star's long Nike tie, raising questions for On Holding and Nike.
KEY TAKEAWAYS
- On announced its entry into football with Kylian Mbappé as global ambassador and product partner.
- Company plans a 2027 launch of dedicated football boots adapting Lightspray technology.
- Mbappé's move ends a roughly two-decade sponsorship with Nike, which issued a brief statement.
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On Holding AG said in a company statement on Sept. 18, 2026, that it has signed Kylian Mbappé as a global ambassador who will help design and test football footwear and apparel as the Swiss brand enters football ahead of a planned 2027 boot launch.
On Holding’s Football Entry and Strategy
On Holding AG, founded as a running-shoe maker and partly owned by tennis legend Roger Federer, announced its formal entry into the football market with Mbappé at the center. The company described the partnership as the start of its journey into the world’s biggest sport. Mbappé, captain of the French national team and forward for Real Madrid, will work directly with On’s product teams to develop and test football footwear and apparel, representing the brand on and off the pitch.
On plans to adapt its Lightspray technology—a robot-based process that sprays the upper part of a shoe from a filament within minutes—for football boots. The company aims to rethink product design for the specific demands of football and bring new energy to the sport’s culture. On also intends to launch a dedicated football footwear line in 2027, including cleats and match-day apparel.
To support this expansion, On appointed Thierry Henry, the 1998 World Cup winner, as director of football. Henry will help lead the brand’s football division and assist with product development, pairing an iconic player with Mbappé’s on-field testing role.
Nike Partnership Ends Amid Rising Competition
Mbappé’s move ends a sponsorship relationship with Nike, Inc. that began in his youth and lasted roughly two decades. Nike issued a brief statement saying, “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.”
Reports indicate Mbappé’s Nike contract expired this summer and the company chose not to renew, reallocating endorsement spending. This shift follows other recent high-profile departures from Nike, including Spain’s World Cup-winning youngster Lamine Yamal moving to Adidas. Mbappé’s signing with On is widely seen as increasing competitive pressure on Nike’s football business and signaling On’s intent to challenge established brands in the sport.
The deal ties Mbappé’s elite playing and product input to On’s brand expansion, drawing investor attention to whether manufacturing innovation, celebrity involvement, and Henry’s hire will translate into consumer traction. The planned 2027 boot rollout will be the immediate test of that strategy.
