# Football boot brand athlete sponsorship trends

> Live situation record from CLSTR: https://clstr.news/situations/football-boot-brand-athlete-sponsorship-trends
> Updated: 2026-09-25T21:59:35.000Z. Sources: 9. Developments: 2.

The football boot market is seeing increased competition as brands utilize high-profile professional players to establish visibility. A notable development involves Kylian Mbappé, who ended a 20-year partnership with Nike to sign a long-term deal with the Swiss brand On.

During a Madrid derby, Mbappé wore Nike Mercurial boots with the brand logos intentionally covered, as he has not yet competed in official On football boots. Nike responded to the viral moment by using its ‘Nike By You’ customization platform to allow fans to replicate the aesthetic of the boots.

Other brands are also pursuing targeted athlete partnerships to expand their market presence. New Balance has developed specific boot lines for speed, control, and comfort, supported by players such as Bukayo Saka and Endrick. Under Armour is utilizing its Clone technology with athletes including Antonio Rüdiger and Achraf Hakimi, while Mizuno continues to leverage its long-standing industry history through contemporary star partnerships.

## Claims

- Emerging football boot brands rely on high-profile footballers to gain market visibility. (corroborated by 4 sources)
- Kylian Mbappé has entered a long-term commitment with the emerging brand ON to use their boots. (corroborated by 4 sources)
- New Balance has developed three main boot lines: Furon for speed, Tekela for control, and 442 for comfort. (corroborated by 4 sources)
- New Balance sponsors players including Bukayo Saka, Eberechi Eze, Endrick, and Yan Diomandé. (corroborated by 4 sources)
- Under Armour developed Clone technology to allow the upper part of the boot to adapt to the foot. (corroborated by 4 sources)
- Under Armour's sponsored athletes include Antonio Rüdiger, Fermín López, Ferrán Torres, and Achraf Hakimi. (corroborated by 4 sources)
- The Japanese brand Mizuno has been active in the football market for over 40 years. (corroborated by 4 sources)

## Timeline

### 2026-09-25: Football boot brands leverage star players for market visibility

Football boot brands like ON, New Balance, and Under Armour are using star players like Kylian Mbappé to gain market share through specialized technology and high-profile athlete sponsorships.

6 sources. https://clstr.news/cluster/football-boot-brands-leverage-star-players-for-market-visibility

### 2026-09-23: Nike capitalizes on Kylian Mbappé's transition to On

Nike is leveraging Kylian Mbappé's transition to the brand On by offering customizable boots that mimic the white, logo-less Nike Mercurials he wore during the Madrid derby.

3 sources. https://clstr.news/cluster/nike-capitalizes-on-kylian-mbapps-transition-to-on

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Cite as: Football boot brand athlete sponsorship trends. CLSTR, https://clstr.news/situations/football-boot-brand-athlete-sponsorship-trends