Kylian Mbappé Signs Landmark Deal with On
Kylian Mbappé has ended a 20-year relationship with Nike to sign a landmark boot deal with Swiss upstart On, becoming both the face and a shareholder of a brand that is only just stepping into football.
The move severs one of the most high-profile ties in the boot industry. Mbappé first signed with Nike at the age of nine and grew into one of its global centrepieces, fronting major campaigns and embodying the company’s push to dominate the next generation. Now, at 27 and captain of France, he has chosen a challenger.
Mbappé bets on a newcomer
On, best known for its running and tennis shoes, is preparing a full-blooded assault on the football market from next year. The Zurich-based brand this week unveiled its first boots, the Lightspray Prototype, which will go on general sale next year before a broader rollout into training gear.
Mbappé is not just another endorsement. He will hold shares in the company and has been positioned as a co-architect of its football project.
“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” he said. “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. We have a shared dream, and this is only the beginning.”
The company has also installed Thierry Henry as its football director, adding another heavyweight French name to the project and underlining how serious its intentions are.
Nike loses a flagship star
Mbappé’s departure comes at the end of his contract after the World Cup and lands as a clear blow to Nike’s football portfolio. The brand has already seen Barcelona and Spain prodigy Lamine Yamal switch to Adidas two years ago. Losing Mbappé, a centrepiece of its advertising and one of the sport’s most recognisable faces, deepens that wound.
“Kylian’s journey with Nike began when he was nine years old,” Nike said in a statement. “Over nearly two decades, we’ve shared moments that shaped the game and he has been an important part of Nike Football. We are proud of what we achieved together on and off the pitch.”
The words are warm, but the market reality is colder. Nike and Adidas currently dominate football boots, with their products on the feet of more than 40% of players at this summer’s World Cup, according to retailer Fútbol Emotion. Puma sits well behind on roughly 10%.
Everyone else is fighting for scraps.
On steps into a crowded fight
Challenger brands have tried to crack this world before. Under Armour, New Balance and Skechers — whose boots are worn by England captain Harry Kane — have all pushed for space on shelves and pitches. None has truly shifted the balance of power in retail terms.
On is stepping into that same storm, but with a different playbook: a global superstar in Mbappé, a high-profile football director in Henry, and the investment and credibility of Roger Federer, who himself left Nike and is now a shareholder.
The Lightspray Prototype is only the first step. The real test comes when Mbappé laces them up in the biggest games and a new generation of players decides whether to follow him away from the traditional giants.
