Kylian Mbappé Joins On: A New Era in Football Boots
Kylian Mbappé has walked away from a 20-year relationship with Nike and thrown his weight behind Swiss upstart On, in a move that jolts the football boot market and underlines his growing power beyond the pitch.
The France captain has signed a boot deal with the Zurich-based brand, which until now has built its reputation in running and tennis. He will not just wear the boots – he will own a piece of the company, becoming a shareholder, just as Roger Federer did when he joined On after his own split from Nike late in his career.
Mbappé the brand-builder
This is not a simple endorsement switch. Mbappé is positioning himself as a co-architect of a new football project.
“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” he 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.”
Those are not the words of a player merely cashing a cheque. They are the words of a global star who wants a say in the product, the image, and the direction of a brand that is about to step into the most competitive space in sportswear.
On has already taken a significant step. This week it unveiled its first football boots, the Lightspray Prototype, a launch model that will hit the mass market next year before the company expands into training kit. The timing is clear: 2025 is being set up as the year On stops watching football from the sidelines.
A blow for Nike
For Nike, this one hurts. Mbappé’s departure, which came at the end of his contract after the World Cup, strips the American giant of one of the most marketable faces in the modern game. At 27, he has already fronted a raft of Nike’s biggest campaigns, a central figure in how the brand has sold its vision of the sport to a new generation.
“Kylian’s journey with Nike began when he was nine years old,” the company 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 words are warm, but the reality is cold: Nike has lost another crown jewel. Barcelona and Spain prodigy Lamine Yamal slipped through its fingers to Adidas two years ago. Now Mbappé, long seen as a natural heir to the marketing aura of Cristiano Ronaldo, has chosen a challenger brand instead of the traditional giants.
A closed shop under threat?
Nike and Adidas still rule the territory. Their boots were worn by more than 40% of players at this summer’s World Cup, according to figures from retailer Fútbol Emotion. Puma sits in a distant third, with around 10% of the market. Everyone else, historically, has been left to scrap for crumbs.
The roll call of challengers tells its own story. Under Armour made a push. New Balance had a moment. Skechers has England captain Harry Kane in its stable. None has truly cracked the global retail dominance of the big two.
On is betting that Mbappé can change that equation. The company has already shown in running that it can move from niche to mainstream, helped by distinctive design and strong athlete backing. Federer’s presence gave On instant credibility in tennis and lifestyle circles. Now the brand is trying to repeat the trick in football with Mbappé on the pitch and Thierry Henry installed as its football director.
Henry’s appointment signals intent. This is not a toe in the water; it is a structured attempt to build a football division with elite voices at the heart of it. The plan is clear: build boots with Mbappé, build the project with Henry, sell the story to a generation that grew up with both as icons.
The football boot market has long looked like a locked door. Mbappé and On are about to see how much force it really takes to break it open.
