Kylian Mbappe did not leave Nike because he needed another company to supply his boots. After nearly 20 years with one of sportswear’s biggest brands, the Real Madrid striker already understood what a traditional endorsement partnership could offer.

His agreement with On promises something different.

Mbappe received an ownership stake in the Swiss company, according to The Athletic. He will also contribute to the creation and testing of On’s football products as the brand prepares to enter a market dominated by Nike, Adidas and Puma.

The financial details remain private, but the structure reveals why the partnership appealed to him. On did not recruit Mbappe simply to wear its logo. It invited him to help build an entire football operation.

“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappe said in a statement, per ESPN.

That opportunity makes the agreement more compelling than another lucrative sponsorship. Mbappe can now connect his financial interests, playing experience and worldwide profile to the development of a new brand.

@on

When speed meets spray #kylianmbappé

♬ La Bomba – 2frers

Mbappe wanted more than another endorsement

Nike began sponsoring Mbappe in 2006, when he was only nine. The partnership followed him from childhood into the highest level of football, where Nike placed him alongside Cristiano Ronaldo and Erling Haaland as one of its most important players.

Nike recognized that history after Mbappe decided to leave.

“Kylian’s journey with Nike began when he was nine years old,” the company told The Athletic. “Over nearly two decades, we’ve shared moments that shaped the game.”

That statement captures what Mbappe walked away from. Nike offered familiarity, prestige and a relationship that covered most of his life. On offered the chance to create something with his name attached to its foundation.

Mbappe made that distinction clear while explaining his decision.

“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,” he said. “We have a shared dream, and this is only the beginning.”

The word “create” matters. Traditional endorsement deals often position athletes as the final piece of a campaign. A company designs the product, constructs the message and then uses a famous face to sell both.

On wants Mbappe involved earlier in that process. He can provide feedback during product development, test the company’s football footwear and help determine how the brand presents itself within the sport.

The equity component adds another layer. Mbappe will not merely collect compensation for representing On. He now owns a piece of the company whose football ambitions will depend heavily on his involvement.

@on

Hold on, we're gonna need a VAR check on that. #onfootball #mbappe #henry

♬ original sound – On

On gives Mbappe room to build

On founder and co-CEO David Allemann does not want the company to imitate the brands that already control much of the football market.

“Football doesn’t need another sportswear brand to do more of the same,” Allemann said. “Football needs new ideas and a challenge to what is possible.”

That approach explains why On targeted Mbappe. A company cannot credibly market itself as a fresh alternative while treating its leading athlete exactly like every established brand does. Giving Mbappe equity and direct access to product development supports the identity On wants to create.

Article Continues Below

The company has followed a similar strategy in tennis. Roger Federer joined On as an investor in 2019, while Iga Swiatek and Ben Shelton became prominent representatives of its relatively small roster.

Shelton previously explained why that structure appealed to him.

“I didn’t want to be one of 50 Nike guys,” he said in 2024.

Mbappe held a much bigger role at Nike than Shelton did, but the central attraction still applies. On can offer personal attention that becomes harder to guarantee within a deep roster of global stars.

Thierry Henry also strengthened the pitch. The former France and Arsenal striker has quietly worked as On’s director of football since 2025 and helped convince Mbappe to join after his Nike contract expired.

“Building something new in football requires a bold and original approach,” Henry said. “We want to listen to players, understand what they need and create something that can genuinely add to the game.”

Henry’s presence gives Mbappe another former elite player with whom he can communicate throughout the process. It also supports On’s promise that athletes will influence the products rather than appear only after development ends.

Athletes increasingly understand the value of ownership

On plans to make its premium football boots available to consumers in 2027, although Mbappe could wear his new footwear on the field within weeks. Barcelona and Switzerland player Sydney Schertenleib will also assist with development after expanding her existing partnership with the company.

“I’ve already experienced how differently On thinks about performance and design,” Schertenleib said, adding that she had “never felt the ball” as she did while testing the company’s product.

The boots still must prove themselves once players and consumers can judge them. Signing Mbappe alone will not guarantee that On can challenge companies with far more experience in football.

However, On has already given people a reason to pay attention. Mbappe could have moved from Nike to another familiar sportswear giant. Instead, he chose a company making its first push into football because it offered him influence and ownership.

That choice reflects a broader truth about modern athlete partnerships. Exposure matters, and guaranteed money always will. However, the most powerful athletes can now ask for more than a campaign, a signature product or a check.

They can ask for a seat at the table.

Mbappe spent nearly two decades helping Nike sell its vision. With On, he has an opportunity to help shape the vision itself and benefit if it succeeds.

For a player who already has worldwide recognition, that may hold more value than another endorsement ever could.