Real Madrid and France captain Kylian Mbappé has ended his near two-decade association with Nike, signing a landmark deal with Swiss sportswear company On as the brand makes its first foray into football. The move hands On its marquee athlete just as it prepares to launch its debut football boots.
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Ending a 20-Year Nike Relationship
Mbappé’s association with Nike stretched back to when he was just nine years old, making it one of the longest-running athlete partnerships in the company’s football portfolio. Over nearly two decades, he became one of Nike’s most prominent global ambassadors, wearing signature editions of the Mercurial boot line — including becoming, at the time, the youngest player ever to receive a player-exclusive Nike boot edition.
His Nike contract expired on July 31, and according to a source cited by CNBC, Nike chose not to renew the deal, opting to direct its endorsement budget elsewhere as the company works through a broader turnaround under CEO Elliott Hill. Nike acknowledged the split in a statement, saying the two sides had shared moments that shaped the game and calling Mbappé an important part of Nike Football.
| Detail | Information |
|---|---|
| Player | Kylian Mbappé |
| Previous Sponsor | Nike (since 2006, age 9) |
| New Sponsor | On (Swiss sportswear brand) |
| Contract Length | Reportedly 10 years (per L’Équipe) |
| Deal Structure | Cash + equity stake in On |
| Mbappé’s Role | Global ambassador; works directly with On’s product teams |
| On’s Football Director | Thierry Henry |
| First Boots Launch | Planned for 2027 |
| Notable On Co-owner | Roger Federer (since 2019) |
Why On, and What the Deal Involves
On, founded in 2010 as a running shoe company, has been building toward a football push for some time, having already expanded into tennis after Roger Federer became a co-owner and creative partner in 2019. The company is entering the football boot market for the first time, unveiling its first prototype — the Lightspray Prototype — with a wider consumer launch planned for 2027, followed later by training apparel.
Mbappé’s deal reportedly runs for around ten years and includes both cash and an equity stake in On, according to a report from French outlet L’Équipe, though the exact financial terms haven’t been officially disclosed. Beyond a standard endorsement, Mbappé will also work directly with On’s product teams on the design, development, and testing of its football footwear and apparel — a more hands-on arrangement than his previous ambassador role with Nike.
What Mbappé and On Are Saying
Mbappé described the move as being driven by the chance to build something new in football, saying it was the opportunity to help shape the game’s future that drew him to On, and that he wants to bring his own experience and perspective into what the brand creates. On co-founder and co-CEO David Allemann framed the signing in similarly ambitious terms, saying football doesn’t need another brand doing more of the same, and that the sport needs new ideas and a challenge to what’s currently possible — positioning Mbappé as the ideal partner to help reimagine what football could become.
Thierry Henry, brought in as On’s director of football and reportedly involved in brokering the deal, said building something new in the sport requires a bold and original approach.
The Bigger Picture for Nike
The loss of Mbappé compounds a difficult stretch for Nike in football, which recently also lost Barcelona and Spain star Lamine Yamal to Adidas. With Cristiano Ronaldo — still a Nike ambassador — now in the latter stages of his career, Mbappé had increasingly become one of the company’s central figures in football marketing, including during this year’s FIFA World Cup, where he won his second Golden Boot and became the tournament’s all-time leading scorer. His departure lands at a challenging moment for Nike more broadly, with the company’s stock down roughly 30% year to date amid an ongoing turnaround effort.
Why It Matters
For On, landing Mbappé is a significant statement of intent in a football boot market long dominated by Nike and Adidas, which together are worn by more than 40% of players at major tournaments. Whether On can translate a star signing into genuine market share against two entrenched giants remains to be seen, but the deal instantly gives the brand credibility and visibility it could not have bought through advertising alone.
FAQs
Why did Kylian Mbappé leave Nike?
His Nike contract expired after nearly 20 years, and reports indicate Nike chose not to renew the deal, directing its budget elsewhere.
What is Mbappé’s new deal with On?
A reported 10-year partnership involving cash and an equity stake, making him a global ambassador and product-development collaborator.
When will On launch its football boots?
On plans to launch its first football boots for the mass market in 2027.
Who else is involved in On’s football push?
Thierry Henry has joined as On’s director of football, and Roger Federer is a co-owner of the company.
How long was Mbappé associated with Nike?
Nearly 20 years, since he joined the brand at age nine in 2006.
