The signing of Kylian Mbappé has already caused a stir. A few hours after formalizing the arrival of the captain of the France team, we can already see much further. The Swiss brand is preparing a large-scale offensive to establish itself permanently in football and try to find a place against the giants Nike and Adidas. According to the Financial Timeswhich reveals the outlines of the project, We intend to reproduce in football the strategy which allowed it to experience spectacular growth in running, then to develop in tennis.
Kylian Mbappé, much more than a muse
The first pairs of On crampons are due to arrive on the market in 2027. But this will only be the first step. According to the British daily, the brand then plans to develop football equipment before tackling, in the longer term, the very lucrative market of sneakers and lifestyle products inspired by football. Kylian Mbappé will be directly involved in the development and testing of future products. Thierry Henry will also occupy a central place: the former French international, who has been working in the shadows on the project since the end of 2025, has been appointed director of football for On and must notably intervene on strategy, products and relations with athletes.
Above all, the Swiss brand wishes to build a partnership around Mbappé that goes far beyond the contract between a player and his equipment supplier. We would envisage a very long-term relationship, drawing inspiration in particular from that established with Roger Federer. Becoming co-owner of the brand in 2019, the former world number one participated in product development and supported the expansion of On in tennis. Now also a shareholder, Mbappé must play a comparable role in football. A strategic choice for a company which still has practically no heritage in this sport, but which now benefits from the image of the fourth most followed footballer on Instagram, behind Cristiano Ronaldo, Lionel Messi and Neymar.
A huge challenge facing Nike and adidas
According to data from Fútbol Emotion, Nike and adidas each supplied more than 40% of the players present at the 2026 World Cup, compared to around 10% for Puma. Several brands have already tried to disrupt this domination without really succeeding in disrupting the hierarchy. Under Armor has never managed to establish itself permanently, New Balance maintains a much more limited presence, while Skechers has chosen Harry Kane to accompany its recent arrival on the cleat market. We therefore arrive on one of the most locked markets. “Football doesn’t need another sportswear brand doing the same thing”explains David Allemann, co-founder and co-CEO of On.
And to try to make the difference, we are counting in particular on its new LightSpray technology, a robotic manufacturing process that the brand wishes to adapt to football, but also on a particularly prestigious casting. In addition to Mbappé and Thierry Henry, FC Barcelona midfielder Sydney Schertenleib is already participating in the development of women’s products, while the brand created in 2010 wishes to constitute a very selective group of high-level players to support its arrival. The first crampons expected in 2027 will therefore constitute a real test. With Mbappé as headliner and Henry at the helm of the football project, On could be the new equipment manufacturer to follow.
