Swiss‑based sportswear company On announced Friday that French football star Kylian Mbappé will join the brand as a global ambassador. The 27‑year‑old World Cup all‑time leading scorer will work directly with On’s product teams on the development and testing of future football footwear and apparel.
Why the partnership matters
Mbappé’s involvement signals On’s ambition to expand beyond its traditional focus on running and marathon shoes into the lucrative football apparel space, a market historically ruled by Adidas and Nike. By tapping Mbappé’s “elite perspective,” the company hopes to create products that meet the demands of top‑level athletes while appealing to everyday fans.
Product innovation
One of the first projects highlighted by On is the integration of its Lightspray technology, which uses robotics to craft shoes with precise performance characteristics. Mbappé’s feedback will help refine this technology for football, potentially giving On a competitive edge against established rivals.
Financial terms
While the length of the agreement was not disclosed, an On spokesperson told CNN that the deal includes both cash and equity components, aligning the athlete’s interests with the company’s long‑term growth.
Broader brand strategy
On’s move follows a pattern of high‑profile partnerships. The brand first gained wider recognition when Swiss tennis legend Roger Federer became an investor in 2019. It also represents rising tennis star Ben Shelton, a recent US Open finalist. Adding former French international Thierry Henry as director of football and expanding ties with Swiss player Sydney Schertenleib further underscores On’s commitment to the sport.
Impact on the competition
The announcement comes as Nike faces a challenging market environment. The company’s shares have hovered near a 12‑year low, with analysts pointing to shifting consumer preferences toward newer, trend‑setting brands like On. Adidas, meanwhile, reported record revenue after a strong showing in the recent World Cup, where it supplied kits for Spain and Argentina and manufactured the tournament’s official balls.
Looking ahead
With Mbappé now wearing On’s colors on the global stage, the brand is poised to increase its visibility among football fans worldwide. The partnership could accelerate On’s entry into a market segment that has long been dominated by the industry’s biggest names, offering consumers fresh alternatives and potentially reshaping the competitive landscape.
Original reporting: KRDO (Colorado Springs metro) — read the source article.
