{
  "id": 8579640,
  "title": "On Holding's Kylian Mbappé bet 'a direct challenge to Nike and Adidas': Analyst",
  "url": "https://urgent.news/2026/09/18/on-holdings-kylian-mbappe-bet-a-direct-challenge-to-nike-and-adidas",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-18T19:32:02.000Z",
  "source": {
    "name": "Yahoo Finance",
    "slug": "yahoo-finance",
    "url": "https://finance.yahoo.com/markets/stocks/article/on-holdings-kylian-mbappe-bet-a-direct-challenge-to-nike-and-adidas-analyst-193202945.html"
  },
  "original_language": "en",
  "account": "On Holding's (ONON) strategic move to partner with soccer superstar Kylian Mbappé, a former Nike client, represents a bold challenge to market leaders Nike and Adidas. The Swiss sportswear company inked the deal after Mbappé's contract with Nike expired, outpacing Adidas and Under Armour for the high-profile athlete. Though the exact deal size remains undisclosed, Evercore ISI analyst Michael Binetti views the partnership as a near-term catalyst for On Holding's stock. The company also appointed soccer pundit Thierry Henry as its director of football. Despite a minor stock rally following the announcement, On Holding's shares have still declined by 40% year to date, amid a tough retail landscape for sneaker brands. This partnership marks a key step in On Holding's strategy to expand its global sports brand, aiming to compete with the near-monopoly held by Nike and Adidas.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Investing.com",
        "title": "Analyst explains why you should avoid owning Nike stock despite massive pullback",
        "url": "https://urgent.news/2026/09/19/analyst-explains-why-you-should-avoid-owning-nike-stock-despite",
        "published": "2026-09-19T20:10:04.000Z"
      }
    ]
  },
  "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."
}