{
  "id": 8280678,
  "title": "Kylian Mbappé Leaves Nike for On As Brand Launches Soccer Division",
  "url": "https://urgent.news/2026/09/18/kylian-mbappe-leaves-nike-for-on-as-brand-launches-soccer-division",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-18T17:54:36.000Z",
  "source": {
    "name": "Front Office Sports",
    "slug": "front-office-sports",
    "url": "https://frontofficesports.com/article/kylian-mbappe-leaves-nike-for-on-as-brand-launches-soccer-division/"
  },
  "original_language": "en",
  "account": "Swiss sportswear company On has entered the realm of soccer by signing French football sensation Kylian Mbappé and launching its own football division. On also revealed that French icon Thierry Henry has been working behind the scenes as its director of football since late 2025. FC Barcelona's Sydney Schertenleib, an existing ambassador for On, will play a key role in the football division.\n\nThe company aims to bring a fresh perspective to football, emphasizing the simple joy of play with product innovation and meaningful community connections. Mbappé's departure from Nike, where he had been a face since his World Cup-winning role in 2018, marks the end of his nearly two-decade-long relationship with the Oregon-based company.\n\nNike, which signed Mbappé at the age of 9 in 2006, expressed pride in their shared moments both on and off the pitch. However, the loss of Mbappé is a significant setback for Nike, whose shares have dropped more than 50% in the past year due to struggling market share. Shares of On, which launched in 2010 and initially focused on running, tennis, and lifestyle shoes, rose more than 1% in midday trading on Friday.\n\nAnalysts view On's investment in soccer as a positive catalyst for the stock, given the fragmented nature of the running market and the dominant position of Nike and Adidas in soccer. However, concerns remain regarding the high margins of the soccer category, which includes low-margin products like cleats and team fanwear. Jefferies analyst Randal Konik warns that entering a highly competitive category will require major investments and execution, cautioning that performance credibility cannot be easily purchased.",
  "summary": "Thierry Henry joins as the company's new director of football.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}