Kylian Mbappé Signs Landmark Deal with On Football Boots
Kylian Mbappé has ended a 20-year relationship with Nike and thrown his weight behind Swiss upstart On in a landmark boot deal that jolts the football industry’s established order.
The France captain, who signed with Nike as a nine‑year‑old and grew into one of the brand’s defining faces, will not only wear On’s boots but also become a shareholder in the Zurich-based company. On, best known until now for its running and tennis gear, is making an aggressive play to crash football’s closed shop.
“What drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappé said. “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.”
This is not just a change of logo on a pair of boots. It is a direct challenge to a market long carved up by Nike and Adidas.
On’s bold move into football
On has appointed Thierry Henry as its football director and this week unveiled its first boots, the Lightspray Prototype. The model will hit the mass market next year, with a wider move into training kit to follow as the brand tries to build a full football ecosystem around its new star.
The company already has heavyweight backing. Roger Federer, who also walked away from Nike to join On towards the end of his tennis career, is a shareholder. Now Mbappé joins him, tying his image and his future to a brand that is trying to do in football what it has already done in running: disrupt.
For On, landing the World Cup winner is a statement of intent. For Nike, it stings.
A rare loss for Nike
Mbappé’s contract with Nike expired after the World Cup, ending a partnership that spanned nearly two decades and saw him front some of the brand’s most prominent football campaigns.
“Kylian’s journey with Nike began when he was nine years old,” Nike said in a statement. “Over nearly two decades, we’ve shared moments that shaped the game and he has been an important part of Nike Football. We are proud of what we achieved together on and off the pitch.”
The departure follows another high-profile loss: Barcelona and Spain prodigy Lamine Yamal left Nike for Adidas two years ago. For a company used to dictating the narrative in football, seeing two of the sport’s brightest talents walk away is a sharp reminder that loyalty in this space has limits.
Cracking a closed market
Nike and Adidas still tower over the boot market. Their models were worn by more than 40% of players at this summer’s World Cup, according to data from retailer Fútbol Emotion. Puma sits some way behind on about 10%.
Others have tried to break that grip. Under Armour, New Balance and Skechers – whose boots are worn by England captain Harry Kane – have all pushed to gain ground but struggled to convert visibility on the pitch into dominance on the shop floor.
That is the scale of the task facing On. A fresh design and a star name are not enough on their own. The company must convince a generation of players and fans raised on Nike’s swoosh and Adidas’s three stripes that a new silhouette belongs in the game’s biggest moments.
Mbappé, though, has made his choice. He is betting that his goals, his image and his voice can help drag a challenger brand into football’s inner circle – and perhaps redraw the boot battle lines for the next decade.
