Swiss sportswear brand On is entering the football market with Kylian Mbappé. The Real Madrid forward has joined On as the brand’s new football face after ending his long-standing sponsorship relationship with Nike.
Known primarily for its high-performance running shoes, On later expanded into tennis through partnerships with players including Roger Federer and Ben Shelton. Mbappé now becomes the centrepiece of the company’s first major move into football.
The partnership goes beyond a traditional endorsement deal. Mbappé will have an active role in the development of his own signature football footwear, contributing his experience and perspective to the design process.
For Mbappé, the opportunity to help build something new in football was a key factor behind the partnership. The France international said he wanted to contribute to product development, push the boundaries of innovation and remain connected to the essence of the game.
On is also building its football strategy around Thierry Henry. The former France international and Arsenal star has taken on the role of Football Director at the company. Henry began working with On in 2025, although the partnership was not publicly disclosed at the time.
Henry also played a key role in the recruitment of Mbappé. He said the company’s approach, centred on listening to players and understanding their needs, was intended to help create products specifically designed for the modern game.
On founder and co-CEO David Allemann said the football market did not need another sportswear brand simply reproducing existing products. Instead, he described the company’s ambition as challenging established ideas and exploring what football products could become.
Mbappé’s move to On comes as a growing number of high-profile athletes seek partnerships that give them greater involvement in product development and their personal brands. Steph Curry’s relationship with Li-Ning, Harry Kane’s deal with Skechers and Coco Gauff’s partnership with New Balance are among the examples of athletes working beyond the traditional Nike and adidas model.
For On, however, Mbappé represents more than a high-profile signing. His arrival marks the starting point of On Football and gives the Swiss brand a global entry point into one of the world’s largest sportswear markets.
The partnership brings together Mbappé’s global profile, On’s product-development ambitions and Henry’s football expertise as the company looks to establish a new position in the football category.