On signs Mbappé in soccer apparel expansion
Swiss sneaker brand On has signed soccer superstar Kylian Mbappé, marking the company’s first major move into athletic apparel for football. Mbappé, who began his career wearing Nike gear as a child, will help On compete in a market long dominated by Nike and Adidas.
Building a Soccer Roster
On is expanding its presence in soccer through several high-profile partnerships. FC Barcelona and Swiss national team women’s star Sydney Schertenleib, who joined On last year as an ambassador, will now contribute to product development and testing. Soccer pundit Thierry Henry, a collaborator since 2025, has been named On’s director of football.
These additions signal On’s intent to establish itself in a challenging sector. Analysts note that while smaller brands like Skechers and New Balance have attempted to enter the soccer market with modest endorsements, they have struggled to gain meaningful market share.
Challenges in a Crowded Market
On’s strategy appears to blend lifestyle designs with performance gear, leveraging its strong fashion focus. However, analysts caution that the soccer market differs significantly from the more fragmented running space where On has found success. Low margins on cleats and licensed fanwear add further complexity.
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Jefferies analysts led by Randal Konik emphasized that football consumers typically purchase boots from brands with decades of performance credibility. They noted that Nike, Adidas, and Puma have built extensive athlete ecosystems, club relationships, and product legitimacy over many years. “Launching a football line is one thing; convincing players to switch equipment in a category where performance credibility drives purchase decisions is another,” the analysts said.
Player Perspectives and Future Outlook
Mbappé and Schertenleib expressed enthusiasm for their roles in helping On make its soccer debut. “From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappé said in a statement. “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.”
On faces significant hurdles in establishing credibility within the soccer community. As Evercore ISI analysts led by Michael Binetti observed, premium-priced football footwear may struggle to gain traction if consumers do not perceive On as a legitimate performance football brand. Success will likely depend on more than just celebrity endorsements.
Analysts Warn of Market Challenges Despite High-Profile Signings
On is spending heavily to break into soccer, according to Jefferies analysts led by Randal Konik. Their signings include Kylian Mbappé and Sydney Schertenleib, both aimed at gaining visibility in a market dominated by Nike and Adidas. Analysts noted that attracting star athletes does not guarantee success, citing Under Armour’s Steph Curry partnership as an example of limited impact despite high-profile support.
