In news that is set to shake the very foundations of football and football branding as we know it, Swiss sportswear brand On has announced its entry into football. And they’re not coming alone. Confirming rumours, they have announced that World Cup winner Kylian Mbappé has left Nike to join them.
“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappé explained. “I want to bring my experience and perspective into what we create, push what’s possible through innovation, and always stay true to the joy of football. We have a shared dream, and this is only the beginning.”
And that may be the most fascinating part of all. This isn't simply an endorsement deal. On aren't just signing a football superstar to wear their products. They're handing him a seat at the table.
The World Champion and current World Cup record goalscorer will work directly with On's product teams, helping shape and test future football footwear and apparel. He will also become a global ambassador for the Swiss brand, extending the partnership beyond football into the wider worlds of performance, movement and design.
As stunning as the acquisition of Mbappé is, it wasn't the only headline-grabbing announcement. Alongside him, On have unveiled Thierry Henry as Director of Football, completing a formidable French connection. More significantly, this isn't a symbolic appointment. Henry has been working behind the scenes on On's football project since late 2025, helping guide both the brand's strategy and product development.
“Building something new in football requires a bold and original approach,” said Henry. “Over the past year, I've seen first-hand the curiosity and attention to detail the team at On brings to that process. We want to listen to players, understand what they need and create something that can genuinely add to the game. I'm proud to be part of shaping what comes next.”
The women's game is also firmly part of On's vision. Sydney Schertenleib, the Swiss international and FC Barcelona midfielder, first joined the brand as a Training and Lifestyle ambassador in December 2025. Her relationship with On has now expanded into football, where she will work directly with development teams on product testing and feedback.
“I've already experienced how differently On thinks about performance and design, so being part of its journey into football feels really exciting,” said Schertenleib. “As a player, having the opportunity to work directly with On and bring my perspective into the development process is something really special. I can honestly say, I've never felt the ball like I have in the product the team is working on.”
While products have yet to be revealed, comments from both Schertenleib and Mbappé, along with images on the On football website suggest development is already well underway. On says its goal is to bring a fresh perspective to football, combining innovation, Swiss engineering and athlete insight with a focus on the simple joy of playing the game.
Since launching in 2010, the brand has grown from an ambitious challenger in running into one of the biggest names in performance sportswear, powered by innovations such as CloudTec and LightSpray. Now it's aiming to apply that same philosophy to football.
David Allemann, Founder and co-CEO of On, spoke about the brand's entrance into football. “Football doesn't need another sportswear brand to do more of the same. Football needs new ideas and a challenge to what is possible. When we enter a sport, we want to be the brand of the future through true innovation and contemporary design. With Kylian we have the perfect partner to dream what football can become.”
Whether On can genuinely challenge the established football giants remains to be seen. But by entering the game with Mbappé, Henry and Schertenleib already on board, they've certainly made one thing clear: they're not here to make up the numbers.
