French soccer star Kylian Mbappé has signed a new endorsement deal with Swiss sportswear company On after Nike decided not to renew its partnership with the global football superstar, according to a person familiar with the matter.
On announced Friday that it had reached an agreement with Mbappé, marking the brand’s first major signing in football. The company also revealed that retired French football legend Thierry Henry will join as director of football.
Nike moves on from long-term Mbappé partnership
Mbappé’s Nike contract expired in July, and the company determined that it had already benefited from the peak years of his career, choosing instead to allocate endorsement spending elsewhere, according to the source familiar with the discussions.
The 27-year-old Mbappé will be 31 years old when the 2030 FIFA World Cup begins, meaning Nike viewed the timing as an opportunity to redirect resources toward other investments.
The decision comes as Nike works to rebuild brand momentum and product innovation under CEO Elliott Hill. The company has faced weaker sales, particularly in China, contributing to a decline of approximately 50% in its stock price over the past year.
For On, the agreement represents a major expansion beyond its traditional focus on running products and into one of the world’s largest sports categories.
Mbappé begins a new chapter with On
Mbappé first joined Nike in 2006 as a child and later became one of football’s most recognizable athletes. The Real Madrid forward is the all-time leading scorer for Paris Saint-Germain, the French national team and the FIFA World Cup, and helped France win the tournament in 2018.
In a statement, Mbappé said he was attracted to On because of the opportunity to help build something new within football.
“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,” Mbappé said.
On said the partnership reflects its ambition to bring a different approach to football apparel and equipment.
“Football doesn’t need another sportswear brand to do more of the same,” said David Allemann, founder and co-CEO of On. “Football needs new ideas and a challenge to what is possible.”
Nike remains a major force in football sponsorships
Nike has historically represented many of the biggest names in global football, including Erling Haaland, Vinícius Júnior, Alexia Putellas and Sam Kerr.
The company wished Mbappé success in the next stage of his career.
“Over nearly two decades, we’ve shared moments that shaped the game and he has been an important part of Nike Football,” Nike said. “We are proud of what we achieved together on and off the pitch.”
Analysts warn football is expensive to enter
While the partnership gives On a high-profile entry into football, analysts at Jefferies warned that the category is among the most expensive areas of sports marketing and that brand credibility cannot be built solely through major athlete partnerships.
“Performance credibility cannot simply be bought,” Jefferies said in an analyst note, drawing comparisons to Under Armour’s previous partnership with basketball star Stephen Curry and the challenge of turning a major athlete deal into long-term dominance in a sports category.
