Mbappé switches from Nike to Swiss brand On in landmark deal
Kylian Mbappé has ended his two-decade partnership with Nike and signed with Swiss sportswear company On. The deal includes both cash and equity, giving the Real Madrid forward a financial stake in the brand. On plans to enter the soccer market with its first cleats in 2027, with Mbappé serving as a global ambassador.
The agreement marks a significant strategic pivot for On, a brand historically rooted in running and tennis, as it prepares to challenge established soccer footwear giants. Mbappé's equity stake aligns his personal financial success with the company's performance, a structure that reflects a modern trend in athlete endorsements. His direct involvement in product development will be crucial as On targets a 2027 launch for its first cleats, with Thierry Henry already onboard to guide the soccer division.
Mbappé's departure from Nike ends a relationship spanning his childhood, from age nine through his rise to global superstardom at Real Madrid and with France. The move signals a major coup for On, which gains a marquee ambassador with immense global reach. The undisclosed financial terms and contract length leave room for speculation, but the inclusion of equity suggests a long-term, mutually invested partnership rather than a simple sponsorship.
This deal could reshape the competitive landscape of soccer footwear endorsements, potentially influencing how other top athletes negotiate with brands. By offering equity, On may set a new precedent that pressures rivals like Nike and Adidas to rethink their compensation structures. Fans and young players may see this as a signal of brand loyalty shifting, potentially affecting their own purchasing choices and the cultural cachet of sportswear labels. The move also underscores the growing financial power of individual athletes in shaping global sportswear markets.