On signs Kylian Mbappé and takes a swing at football
The Swiss running brand names Mbappé the face of a new football category, with LightSpray boots planned for 2027.
On has signed Kylian Mbappé as the face of a new football category, with LightSpray boots planned for 2027 and Thierry Henry as Director of Football, according to Sneaker News and The Football Week. Mbappé leaves Nike to do it. One report says the deal combines cash and equity over about ten years, which is unconfirmed. [Likely]
A challenger just took a global star from the biggest name in sport. The question for On is whether a signing moves a brand more than a product does. A star can announce a category. Only boots on pitches can prove it.
Pairing Mbappé with Henry as a football director signals that On wants credibility inside the sport and not only a famous face outside it.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
