On enters football with Kylian Mbappé, who leaves Nike after two decades

Swiss sportswear brand On is entering football with Kylian Mbappé as its global ambassador, the company announced in Zurich on 18 September. Mbappé leaves Nike, which has sponsored him since 2006, according to Reuters. Nike confirmed the split and said it wished him “continued success”.

On’s release says Mbappé will help develop and test football boots and apparel. The products will use LightSpray, On’s method in which a robot sprays a shoe upper from one continuous thread. On did not give the length or value of the contract. Reuters reported that the deal includes cash and equity.

Thierry Henry runs On’s new football unit

Mbappé is not the only name. Former France striker Thierry Henry is On’s director of football and has worked with the brand since late 2025. Sydney Schertenleib, who plays for FC Barcelona and Switzerland, has been an ambassador since December 2025. She works on products for women’s football. On says it will build products for both men’s and women’s game with players.

Co-founder and co-CEO David Allemann framed the move as a break from habit. “Football doesn’t need another sportswear brand to do more of the same,” he said in the release. Mbappé said he was drawn by the chance “to build something entirely new”.

Analysts doubt a newcomer can win football boots quickly

Football boots are a hard category to enter. Jefferies analysts, quoted by Retail Dive, said football shoppers buy “from brands with decades of performance credibility”. A star can bring attention, but the boot still has to win over players who choose by feel and habit.

For On, which built its name on running shoes, football opens a much larger global audience. Sports brands are also spending on other football rights, from UEFA’s referee kit sponsorship to athlete tie-ups that can turn sour, as Puma found with its Hyrox page.

On football boots are expected in 2027

On’s release names no launch date. Reuters reported that the first boots should arrive in 2027. Until then, the partnership will run on image rather than product. That makes the first boot launch the real test of whether Mbappé’s name can move sales.