On announced the new partnership with Mbappé today (18 September), marking its first move into football.
Mbappé will work directly with On’s product teams on the development and testing of future football footwear and apparel, while also becoming a global ambassador for the brand.
Mbappé’s move to On marks the end of his long-standing partnership with Nike. His Nike contract expired on 31 July, bringing the pair’s two-decade relationship to a close.
The new partnership will see On apply its focus on performance innovation and Swiss engineering to football, with the brand aiming to develop lightweight and close-fitting products designed for elite players.
Mbappé said: “From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game.
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“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.”
On, which launched in 2010 as a running brand, has since expanded into a global sportswear business through technologies including its CloudTec midsole and LightSpray robotic manufacturing technology.
The brand said it will work with a selective group of elite players to develop its football product moving forward, with athletes involved in testing and refining products throughout the development process.
David Allemann, founder and co-CEO at On, said: “Football doesn’t need another sportswear brand to do more of the same. Football needs new ideas and a challenge to what is possible. When we enter a sport, we want to be the brand of the future – through true innovation and contemporary design.
“Our ambition is to bring On’s approach to the pitch, the pavement, and the runway – connecting elite performance with the culture that surrounds the game. With Kylian we have the perfect partner to dream what football can become.”
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French football manager Thierry Henry has also been appointed as On’s director of football, having worked with the brand since late 2025 on its entry into the sport.
The former France World Cup winner and Arsenal player will have a central role in the strategic development of On Football, including product development, athlete relationships and the brand’s approach to football culture.
Henry said: “Building something new in football requires a bold and original approach. Over the past year, I’ve seen first-hand the curiosity and attention to detail the team at On brings to that process.
We want to listen to players, understand what they need and create something that can genuinely add to the game. I’m proud to be part of shaping what comes next.”
Swiss international and FC Barcelona player Sydney Schertenleib will also work with On on football product development and testing. She first joined the brand in December 2025 as an ambassador for training and lifestyle.
On said Schertenleib’s involvement will help shape products for the women’s game.
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Facts Only
* The partnership with Mbappé was announced on September 18.
* Mbappé will work directly with On's product teams on developing and testing football footwear and apparel.
* Mbappé will serve as a global ambassador for the brand.
* Mbappé’s partnership with Nike ended following his contract expiration on July 31st.
* The new partnership intends for On to apply its focus on performance innovation and Swiss engineering to football.
* On aims to develop lightweight, close-fitting products designed for elite players.
* On will work with a selective group of elite players for product development and testing.
* Thierry Henry was appointed as On’s director of football.
* Sydney Schertenleib will work with On on football product development and testing for the women's game.
Executive Summary
On announced a new partnership with Mbappé on September 18, marking its entry into football. Mbappé will collaborate directly with On's product teams for developing and testing future football footwear and apparel and will serve as a global ambassador for the brand. This move concludes Mbappé’s long-standing partnership with Nike, which ended after his contract expired on July 31st. The collaboration aims to integrate On's focus on performance innovation and Swiss engineering into football by developing lightweight, close-fitting products for elite players.
On plans to involve a selective group of elite players in the development and testing process for its football products. David Allemann stated the ambition is to bring On's approach to the pitch, pavement, and runway, connecting elite performance with football culture. The brand has expanded globally through technologies like CloudTec midsole and LightSpray manufacturing technology. Furthermore, Thierry Henry was appointed as On’s director of football, overseeing strategic development including product development and athlete relationships. Sydney Schertenleib will also contribute to football product development and testing for the women's game.
Full Take
The narrative frames the shift from traditional sportswear partnerships toward a highly specialized, innovation-driven ecosystem centered around elite performance and cultural influence. The transition of Mbappé from Nike to On signals a paradigm where athletic stardom is increasingly leveraged not just for endorsement, but as a co-creator in technological development. This move reflects a broader industry trend where brands are attempting to synthesize cutting-edge engineering with aspirational identity to define new standards of performance, moving beyond mere product sales to encompass the entire 'experience' of the sport.
The delegation of strategic oversight to Thierry Henry, a former top athlete, underscores the belief that success in sports is less about incremental iteration and more about fundamental reimagining—a commitment articulated by Allemann’s desire for "new ideas and a challenge to what is possible." This suggests that true innovation in elite sports is dependent on integrating diverse perspectives: athlete perspective (Mbappé), engineering philosophy (On/Swiss design), and strategic management (Henry). The inclusion of female athletes through Schertenleib's involvement demonstrates an evolving, though still selective, commitment to expanding the definition of the elite market.
The central tension lies in balancing the 'joy of football' and cultural representation with the rigorous demands of engineering and performance testing. The pattern here is a movement where celebrity capital is channeled into specific, tangible innovation pipelines. The implication for human agency is whether this approach democratizes access to high-level innovation or risks commodifying elite narratives under the guise of shared creation. What questions remain are: does this focused collaboration risk sidelining broader market needs, and how is the 'joy' quantified against the pursuit of technological advancement?