Kylian Mbappé has ended his long-standing relationship with Nike to sign an endorsement agreement with On, the Swiss sportswear manufacturer announced on Friday. The 27-year-old French soccer player’s contract with Nike expired in July, and the company opted not to continue the partnership. According to sources familiar with the negotiations, Nike determined it had captured value from Mbappé’s most commercially valuable years and decided to allocate its endorsement resources in other directions.
Mbappé, who plays for Real Madrid, joined Nike’s roster in 2006 as a child and has become one of international soccer’s most prominent figures. He holds the record for most goals scored in the history of Paris Saint-Germain, the French national team, and FIFA World Cup competition. He was a key member of France’s World Cup-winning team in 2018. The agreement with On marks the Swiss company’s inaugural partnership with a major football athlete and reflects the brand’s expansion beyond its established running and athletic footwear segments.
On simultaneously announced the appointment of Thierry Henry, the retired French soccer legend, as director of football. In a statement, Mbappé expressed enthusiasm about the collaboration, stating he was motivated by the opportunity to create something original and drive innovation in the sport. On’s leadership echoed this vision, with founder and co-CEO David Allemann emphasizing that the sport requires fresh thinking rather than incremental variations on existing offerings.
The transaction represents a significant strategic shift for Nike, which continues navigating challenges under CEO Elliott Hill. The company has faced substantial headwinds, including declining sales in key markets like China and a substantial decline in stock value over the preceding year. Nike currently represents several elite soccer players including Erling Haaland, Vinicius Junior, Alexia Putellas, and Sam Kerr. The company issued a statement wishing Mbappé success in his future endeavors and highlighting the value created during their nearly two-decade partnership.
Analysts have cautioned that entering professional football sponsorships requires substantial investment and that celebrity partnerships alone cannot guarantee market dominance in a highly competitive category.
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