Swiss brand On lures Kylian Mbappé from Nike in bold football push

France captain Kylian Mbappé, 27, has terminated his 20‑year partnership with Nike after the summer World Cup to sign a boot deal with Swiss sports brand On, also becoming a shareholder in the Zurich‑based company. The move was announced alongside a photograph by James Lang, Images/Reuters.

On, known for running and tennis gear, has set its sights on football with a plan to launch its first boots next year and later expand into training kits. The brand appointed former France striker Thierry Henry as its director of football and already counts Roger Federer among its shareholders. Mbappé’s arrival is billed as the catalyst for the Swiss challenger’s football ambitions.

On's football strategy

The company unveiled the Lightspray Prototype, a boot built with robot‑assisted LightSpray technology, and said it will be available to the mass market from next year. View the image of the Lightspray Prototype on the company’s website. In a statement on Friday, On described Mbappé as “at the heart of On’s football journey”, promising he will work directly with product teams and serve as a global ambassador.

“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappé said. He added, “We have a shared dream, and this is only the beginning,” and confirmed he will take an equity stake in the firm.

Zidane elevates Dembélé to vice‑captain, Mbappé remains in charge of France

Impact on Nike and the market

Nike loses a marquee partner as Mbappé’s contract ended after the World Cup, a blow that follows the departure of Barcelona and Spain prodigy Lamine Yamal to Adidas two years ago. The French striker has fronted many of Nike’s advertising campaigns since he was nine years old. The move has been described as a Guardian of football’s future.

Nike’s own statement praised the near‑two‑decade partnership, noting that Mbappé’s journey began when he was nine and that the two brands shared moments that shaped the game. Data from retailer Fútbol Emotion shows Nike and Adidas together supplied boots to more than 40 percent of players at this summer’s World Cup, with Puma accounting for about 10 percent.

Other challengers such as Under Armour and New Balance have struggled to dent the duopoly, even though England captain Harry Kane wears their boots. On hopes that signing arguably the biggest player on the planet will give it the credibility to break the stranglehold.

Mbappé refuses to extend his French career until age 41

For On, the partnership offers a high‑profile platform to launch its football range, while Mbappé gains a direct role in product development and a share of future profits. The collaboration could reshape the dynamics of football footwear if the Swiss brand’s ambitions materialise.