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Kylian Mbappé signs 10-year deal and equity stake with On
Kylian Mbappé has signed a ten-year endorsement deal with the Swiss sportswear company On, marking a significant shift in the athletic apparel market. As part of the agreement, the Real Madrid forward will receive an equity stake in the company, which is backed by Roger Federer. This move follows Mbappé's long-term partnership with Nike, which lasted since he was 10 years old.
On is utilizing this partnership to accelerate its expansion into the football sector, supported by advisory role from former footballer Thierry Henry. The company has set a strategic goal to reach global net sales of at least US$ 7 billion by 2029. In Brazil, On is also expanding its physical presence with new stores in São Paulo and Rio de Janeiro, identifying the country as a primary growth driver in the Americas.
This transition occurs as Nike faces financial and market challenges. The American company has seen a decline in annual revenue and market share in the footwear sector, with its global market share dropping from 29.2% in 2022 to 22.9% in 2025. Nike's market value has also seen significant decreases, and the company has recently been removed from the S&P 100 index.
Entities
Kylian Mbappé · Nike · On · Roger Federer · Thierry Henry
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] Thierry Henry is serving in an advisory role to guide On's entry into the football market. 24hoursworlds.com · exame.com
- [○ 1 SOURCE] On is expanding its presence in Brazil with new stores in São Paulo and Rio de Janeiro. exame.com
- [○ 1 SOURCE] On projects global net sales of at least US$ 7 billion by 2029. exame.com
- [○ 1 SOURCE] Nike's annual revenue fell from US$ 51.4 billion in fiscal year 2024 to US$ 46.3 billion in the following year. www.diariodocentrodomundo.com.br
- [○ 1 SOURCE] Nike's global market share in athletic footwear dropped from 29.2% in 2022 to 22.9% in 2025. www.diariodocentrodomundo.com.br
- [● 2 SOURCES] On is expanding its business into the football apparel market. 24hoursworlds.com · exame.com
- [● 2 SOURCES] Kylian Mbappé signed a ten-year endorsement deal with Swiss sportswear company On. 24hoursworlds.com · www.diariodocentrodomundo.com.br
- [○ 1 SOURCE] The deal includes an equity stake for Mbappé in On. 24hoursworlds.com