In this article
Kylian Mbappé leaves Nike after two decades to sign with On, the Swiss performance brand best known for running shoes and Roger Federer’s tennis wardrobe. The move, confirmed in early 2025, marks one of the most striking athlete endorsement shifts in modern football, a calculated gamble by both parties that could reshape how the sport’s elite align themselves commercially.
The End of a Two-Decade Partnership
Mbappé’s relationship with Nike began in childhood and spanned 20 years. The Swoosh accompanied him through his rise at Monaco, Paris Saint-Germain’s domestic dominance, and his eventual transfer to Real Madrid. The France captain chose not to renew his contract with the sportswear giant, opting instead for a new direction with On.
On, traditionally known for running technology, offered Mbappé something different: a stake in the company, design influence, and the chance to be the brand’s undisputed football figurehead as it develops its first football boots.
Why On Sportswear Partnership Makes Commercial Sense
On has built its reputation on innovation in running technology, lightweight construction and sustainability messaging. But football represents uncharted territory. The brand has no heritage in the sport, no boot legacy, no established distribution in football retail.
What it does have is momentum. Federer’s involvement as both investor and collaborator legitimised the brand beyond performance running. Mbappé’s signing is the next phase, an attempt to penetrate the world’s most commercially valuable sport with one of its most marketable athletes.
According to reports, Mbappé has acquired an ownership interest in the Swiss sportswear company and will serve as global ambassador, helping to develop On’s first football boots, which are scheduled to launch in 2027.
For Mbappé, it represents a bet on ownership over guaranteed income, a model more common in basketball and American sports, now filtering into football’s endorsement landscape.
Source: Vogue
The Athlete Endorsement Shift Accelerates
Mbappé’s move reflects a broader athlete endorsement shift. Players increasingly seek equity, creative control and long-term partnerships rather than transactional boot contracts. Even within established stables, athletes are negotiating harder for influence beyond the standard arrangement.
On is not the first challenger brand to court football’s elite, but none have secured a name of Mbappé’s magnitude at this stage of their football journey. If On can deliver a credible boot and build distribution quickly, the signing could redefine the competitive landscape.
What It Means for the UAE and GCC Market
The Gulf region has become central to global football commerce. Real Madrid’s fanbase across the UAE and Saudi Arabia is vast. On’s entry into football, led by Mbappé, will inevitably accelerate its retail expansion in the region, particularly in Dubai, Abu Dhabi and Riyadh, where premium sportswear commands significant market share.
For corporate hospitality and sponsorship buyers, the move signals a wider trend. Brands outside traditional football circles are investing heavily in the sport’s commercial infrastructure. ES Sport’s corporate hospitality offerings connect clients with emerging performance brands and marquee football properties, from La Liga fixtures to the Champions League finals and international tournaments.
Can On Deliver on the Pitch
The challenge now is execution. On must develop a football boot that meets the standards of elite competition, lightweight, responsive, durable, and convince clubs, retailers and consumers it belongs on the same shelf as established models. With boots scheduled to launch in 2027, the brand has time to finalise design, testing and production.
If the product falters, the endorsement becomes a curiosity. If it succeeds, Mbappé leaves Nike not just as a defector, but as a pioneer, proof that football’s biggest stars can chart their own commercial course, equity in hand, legacy on their terms.
The Bigger Picture
Mbappé leaves Nike at a moment when athlete power has never been greater. The partnership with On is not simply about boots or branding. It is about control, ownership and the long game. For brands looking to activate in football, whether through sponsorship, hospitality or experiential marketing, the lesson is clear: the old models are being rewritten, and the athletes hold the pen.
