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3 clusters · 13 sources · 8 days · First seen · Last updated
Kylian Mbappé commercial and branding evolution
Overview
Kylian Mbappé has transitioned from a long-term partnership with Nike, which began when he was 10 years old, to a ten-year deal with the Swiss sportswear company On. As part of this agreement, the Real Madrid forward will receive an equity stake in the company, which is backed by Roger Federer.
On is leveraging this partnership to accelerate its expansion into the football sector, supported by Thierry Henry in an advisory and football business director role. The company aims to reach global net sales of at least US$ 7 billion by 2029 and is utilizing its automated ‘LightSpray’ manufacturing technology to accelerate production cycles. While On reports strong growth, including a 13.5% increase in quarterly sales, its competitor Nike is undergoing significant restructuring.
Nike has faced declining annual revenue and a drop in global footwear market share, falling from 29.2% in 2022 to 22.9% in 2025. In response to financial challenges and weakness in markets like China, Nike has launched the ‘Pace’ program, a restructuring plan intended to reorganize its supply chain and achieve cumulative savings of approximately $2.5 billion by 2031.
Entities
Kylian Mbappé · Nike · Thierry Henry · Roger Federer · On
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] Kylian Mbappé signed a ten-year endorsement deal with Swiss sportswear company On. 24hoursworlds.com · www.diariodocentrodomundo.com.br
- [● 2 SOURCES] On is expanding its business into the football apparel market. 24hoursworlds.com · exame.com
- [● 2 SOURCES] Thierry Henry is serving in an advisory role to guide On's entry into the football market. 24hoursworlds.com · exame.com
- [○ 1 SOURCE] The deal includes an equity stake for Mbappé in On. 24hoursworlds.com
- [○ 1 SOURCE] On projects global net sales of at least US$ 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
- [○ 1 SOURCE] On is expanding its presence in Brazil with new stores in São Paulo and Rio de Janeiro. exame.com
Timeline
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[BUSINESS] 2 sourcesKylian Mbappé joins On as brand expands into football market
Kylian Mbappé has left Nike to join Swiss brand On, signaling the brand's expansion into football amid Nike's revenue decline and ongoing corporate restructuring.
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[BUSINESS] 9 sourcesKylian Mbappé signs 10-year deal and equity stake with On
Kylian Mbappé has signed a 10-year deal with Swiss brand On, gaining an equity stake as the company expands into football. The move comes amid market share challenges for long-time sponsor Nike.
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[SPORTS] 2 sourcesKylian Mbappé leads Paris Saint-Germain's all-time highest earners
Kylian Mbappé leads Paris Saint-Germain's all-time highest earners with €72 million, while experts highlight his potential to become a dominant global commercial brand for the next decade.
Sources
24hoursworlds.com · arsiv.mackolik.com · businesspeople.it · cheatsheet.com · diariodecanoas.com.br · diariodocentrodomundo.com.br · esporte.ig.com.br · esportenaredemt.com.br · exame.com · finance.technews.tw · ndmais.com.br · sportune.20minutes.fr · urbanpitch.com
This summary has been updated 1 time: see revision history