Kylian Mbappé, the prominent French soccer star, has signed a new endorsement deal with Swiss sportswear brand On after Nike opted not to renew their partnership. This marks a significant milestone for On, as it is the company’s inaugural venture into football. The announcement coincided with On appointing retired French soccer legend Thierry Henry as its director of football.
Nike reportedly chose to part ways with Mbappé, feeling that it had already gained substantial value from his career during the prime years. The decision comes as the company grapples with stagnant sales and a decline in stock value, notably due to challenges in the Chinese market. At 27, Mbappé will be 31 when the next FIFA World Cup occurs in 2030, indicating a critical phase in his career.
Mbappé, who has been associated with Nike since childhood, expressed enthusiasm about collaborating with On. He aims to infuse his insights into the brand’s football innovations, emphasizing a shared vision to redefine the sport’s landscape. On’s co-CEO, David Allemann, stated that football requires fresh ideas rather than another brand replicating existing models.
Nike, which has endorsed numerous top soccer athletes over the years, wished Mbappé well in his future endeavors, reflecting on the impactful relationship shared during his time with the brand. Financial analysts have cautioned On about the difficulties of entering the competitive football segment, emphasizing that mere celebrity associations do not guarantee success.
Why this story matters: The endorsement deal reflects shifting dynamics in sports marketing and athlete partnerships.
Key takeaway: Kylian Mbappé’s transition to On may signify a new direction in branding within the football industry.
Opposing viewpoint: Critics argue that entering football is costly and that celebrity endorsements alone don’t ensure brand dominance.
