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On enters football market with Kylian Mbappé partnership
Swiss sportswear company On is officially entering the football market through a major partnership with Real Madrid and France forward Kylian Mbappé. The deal, which is reported to be a long-term agreement of approximately ten years, sees Mbappé transition from a nearly 20-year relationship with Nike to become a global ambassador for On.
Beyond brand representation, the agreement includes an equity stake for Mbappé and a hands-on role in product development. He will work directly with On’s product teams to design, develop, and test future football footwear and apparel, utilizing technologies such as the robotic LightSpray manufacturing process. On plans to launch its first line of football boots in 2027.
To support this expansion, On has also appointed football legend Thierry Henry as its Director of Football. Henry has been working with the brand behind the scenes since late 2025 and will oversee athlete relationships and product strategy.
This move is part of On’s broader 'Premium Playbook' strategy to diversify into new categories like golf and expand its revenue. The company has set ambitious mid-term goals, aiming for at least 5.6 billion Swiss francs in revenue and a 22 percent adjusted EBITDA margin by 2029.
Entities
Kylian Mbappé · Nike · On · On Holding AG · Real Madrid · Roger Federer · Thierry Henry
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 16 SOURCES] Mbappé is ending a 20-year relationship with Nike. efesportbusiness.com · www.lapresse.it · zuuonline.com · www.cnbce.com · fatoamazonico.com.br · +10 more
- [DISPUTED] Thierry Henry serves as the football director for On, a role he has held since late 2025. efesportbusiness.com · gentspost.com
- [● 16 SOURCES] Kylian Mbappé has signed a deal to become a global ambassador for the Swiss sports brand On. efesportbusiness.com · www.lapresse.it · zuuonline.com · gentspost.com · fatoamazonico.com.br · +10 more
- [● 7 SOURCES] The partnership is reported to be a long-term deal lasting approximately ten years. www.lapresse.it · fatoamazonico.com.br · www.mysportdab.com · fhm.nl · www.meioemensagem.com.br · +2 more
- [● 3 SOURCES] Mbappé has been covering the Nike logo on his footwear during matches due to the transition between sponsors. fhm.nl · www.nurfussball.com
- [● 8 SOURCES] The agreement includes an equity stake for Mbappé in On. www.lapresse.it · fatoamazonico.com.br · www.retailgazette.co.uk · fhm.nl · www.sportmag.fr · +1 more
- [● 7 SOURCES] On plans to launch its first football boots in 2027. www.cnbce.com · www.meioemensagem.com.br · www.retailgazette.co.uk · fhm.nl · www.cnnbrasil.com.br · +2 more
- [● 9 SOURCES] Thierry Henry has been appointed as the Director of Football for On. www.cnbce.com · gentspost.com · fatoamazonico.com.br · www.meioemensagem.com.br · www.retailgazette.co.uk · +3 more
- [● 6 SOURCES] Mbappé will work directly with On's product teams to develop football footwear and apparel. wwd.com · zuuonline.com · gentspost.com · www.cnnbrasil.com.br · www.mysportdab.com · +1 more
- [● 2 SOURCES] On aims to reach at least 5.6 billion Swiss francs in revenue by 2029. www.finanzen.ch · www.interempresas.net