Swiss sports brand On signs Kylian Mbappé in blow to Nike

Swiss sports brand On announced a significant long-term partnership with French football sensation Kylian Mbappé on March 20, 2024. This landmark agreement marks a major coup for On, a company rapidly ascending in the performance sportswear industry, and represents a notable shift for Mbappé, one of the most globally recognized athletes. The deal is structured to emulate the highly successful and enduring relationship On has cultivated with tennis legend Roger Federer, who has been a key collaborator in product development and brand strategy since 2019. Federer's involvement has significantly bolstered On's credibility and market presence in the performance sports sector.

Kylian Mbappé, a World Cup winner and a dominant force in European football, brings unparalleled global appeal and influence. His association with On is strategically designed to amplify the brand's market share and visibility, particularly within the fiercely competitive football and broader athletic footwear and apparel markets. This move is widely interpreted as a direct challenge to established sportswear giants, most notably Nike, which has historically held a commanding position in football sponsorships and was previously Mbappé's long-time sponsor. The signing underscores On's ambition to disrupt the established order and capture a larger segment of the lucrative sports endorsement landscape.

Founded in Zurich, Switzerland, in 2010 by former athlete Olivier Bernhard and entrepreneurs David Allemann and Olivier Chevallaz, On has experienced meteoric growth. Initially renowned for its innovative CloudTec® cushioning technology in running shoes, the company has successfully diversified into a comprehensive sports brand offering apparel and accessories. On's commitment to performance, distinctive design, and increasing focus on sustainability has resonated with a growing global consumer base seeking both athletic functionality and aesthetic appeal. Mbappé's decision to align with On, rather than re-signing with a more established competitor, suggests a strong belief in the brand's innovative approach and its future growth trajectory. While the financial specifics of the endorsement were not disclosed, it is widely understood to be one of the most substantial endorsement deals for a football player outside of existing major contracts, highlighting the strategic importance of this partnership for both Mbappé's personal brand and On's ambitious expansion plans.