Kylian Mbappe’s On deal shows why endorsements are no longer enough

Kylian Mbappe has left Nike to join Swiss sportswear company On, marking a significant shift in athlete endorsements. Rather than simply wearing their logo, Mbappe will receive an ownership stake and contribute to the creation and testing of On's football products. The agreement offers Mbappe a chance to shape a new brand and bring his experience to the development process.

Nike, which has sponsored Mbappe since he was nine, provided familiarity and prestige but Mbappe wanted more control and innovation. On's founder and CEO David Allemann aims to create a brand that stands out from competitors like Nike, Adidas and Puma by introducing new ideas. The equity component adds value to the deal, as Mbappe now owns a piece of the company.

Former players like Thierry Henry and Sydney Schertenleib have also joined On's team to help with football development. While On's premium football boots are set to launch in 2027, Mbappe's decision to partner with a new company shows that athletes are seeking greater influence and ownership in their endorsement deals.