Nike Loses Mbappé to On Running in Major Soccer Endorsement Shift

One of the most consequential athlete endorsement moves in recent memory is reshaping the soccer sponsorship landscape: Kylian Mbappé, widely regarded as among the best players in the world, has ended his longstanding relationship with Nike and signed with On, the Swiss performance brand that has rapidly expanded its footprint beyond running.

Mbappé's ties to Nike stretched back roughly two decades — a relationship that began when he was little more than a precocious teenager in France's youth football system. That kind of tenure reflects the enormous investment Nike made in cultivating him as a global face of the brand, making the split a notable strategic loss for the sportswear giant.

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For On, the agreement represents an entirely new frontier. The brand, which built its reputation on premium running shoes and has attracted a loyal following among endurance athletes, has never before signed a professional soccer player. Landing Mbappé — who now plays for Real Madrid, one of the most commercially powerful clubs on the planet — signals an unmistakable ambition to compete in team sports markets that have historically been dominated by Nike and Adidas.

The timing is significant. On has been aggressively building out its athlete roster and expanding its product categories as it seeks to evolve from a niche running label into a broader performance and lifestyle brand. Securing Mbappé gives On instant global credibility and access to soccer's enormous, youth-driven consumer base across Europe, Latin America, and beyond. For Nike, losing a generational talent like Mbappé — even as it retains deep partnerships across the sport — is a rare public reminder that no endorsement relationship, however long-established, is permanent in an increasingly competitive market for elite athletic talent.

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