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Kylian Mbappe Ends Nike Deal to Join On
Kylian Mbappe has left Nike for Swiss brand On, marking On's first major push into football sponsorship. The move highlights growing competition among sportswear brands for elite athlete endorsements.
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## Overview
Football star Kylian Mbappe has ended his long-running partnership with Nike to sign with Swiss sportswear brand On, marking On's entry into football sponsorship (Arab News, September 18).
## Key Details
- The switch represents a significant shift in Mbappe's endorsement portfolio, moving away from one of the largest sportswear companies to a smaller, fast-growing performance brand.
- This marks On's first major push into football, a sport historically dominated by Nike, Adidas, and Puma sponsorships.
## Why It Matters
The deal signals:
- On's ambition to expand beyond running into major global sports categories, leveraging elite athlete endorsements
- Continued fragmentation of the sportswear endorsement market as challenger brands compete for top-tier athletes
- Potential commercial and marketing ripple effects for football boot and apparel markets
## What to Watch
- Product launches and marketing campaigns from On featuring Mbappe
- Whether other elite footballers follow Mbappe in moving to non-traditional sportswear brands
- Nike's response and strategy to retain other top football talent