Kylian Mbappe is one of the most recognised athletes in the world.
The France and Real Madrid superstar is widely considered one of the best footballers on the planet and he underlined that status this summer.
In a tournament featuring the likes of Lionel Messi, Erling Haaland and Jude Bellingham, Mbappe finished as the FIFA World Cup’s top scorer after finding the net 10 times.
Having swapped Paris Saint-Germain for Real Madrid, his global profile has only continued to grow.
Now, Mbappe has made a major move away from the pitch by ending one of the longest-standing commercial partnerships of his career.
On has officially announced its entry into football, with Kylian Mbappe becoming the face of the sportswear brand’s move into the game.
The agreement brings an end to Mbappe’s long-standing relationship with Nike, a partnership that stretched back to 2006 when the Frenchman was still a child and years away from making his professional debut.
And Kylian Mbappe isn’t the only major name involved in On’s expansion into football.
Arsenal icon and France legend Thierry Henry has also joined the company as its Director of Football.
For a brand that was only founded in 2010, securing two of the most recognisable names in French football represents a significant statement of intent.
The Swiss sportswear brand, which counts tennis legend Roger Federer among its investors, will hope that partnering with Kylian Mbappe can significantly accelerate its expansion into the global football market.
On has already established itself in running and tennis, but taking on established football giants such as Nike and Adidas represents an entirely different challenge. Securing Mbappe gives the company one of the most marketable players in the sport around which to build that push.
“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappe said in the press release. “I want to bring my experience and perspective into what we create, push what’s possible through innovation, and always stay true to the joy of football. We have a shared dream, and this is only the beginning”.
Mbappe’s comments also suggest that this will go beyond a conventional endorsement deal, with the Real Madrid star expected to play a role in the development of On’s future football products.
With Kylian Mbappe fronting its move into the sport and Henry helping to shape its football strategy, attention will now turn to exactly what On plans to bring to the market.
Taking one of world football’s biggest stars away from Nike is a major opening statement. The next challenge for On will be turning that attention into a genuine foothold in a football market dominated by some of the biggest sportswear companies in the world.
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