Why Did Kylian Mbappé Leave Nike?
By Sophie Gvenetadze ’28
This new deal with a smaller and less dominant brand allows Mbappé to take control of projects and overall imaging, providing the opportunity to lead in a business field. Secondly, of course, is the financial aspect. Though specific numbers have not yet been disclosed, it is confirmed that, as reported in Versus, Mbappé will receive equity in On, a factor that was critical in driving the partnership as Nike and On were offering the same base check.
Mbappé’s groundbreaking contract with On is ushering in a new era of athlete representation in the sports-brand landscape, and current fan-generated shockwaves show that the public is beginning to pick up on the idea. Players are prioritizing personal alignment and leadership roles with brands over brands’ preexisting legacies because the former option enables them to be the trailblazers that help companies gain visibility in combination with crafting their own athletic narratives. In addition to providing sports equipment and producing advertisements, brands also act as outlets for players to present their values, beliefs, and non-competitive aspects of their lives publicly. “That Kylian Mbappé walked away from a 20-year relationship with Nike,” states an article from The Business of Fashion, was “the single biggest validation of the argument… that younger athletes were beginning to favour endorsement deals with start-up brands offering equity or building their own labels.”
Furthermore, due to the public’s immediate excitement that has in turn placed pressure on the brand to produce cutting-edge products, Mbappé’s new partnership with On is undoubtedly set up for a successful and memorable performance. Though the contract came as a surprise to many because of On’s previous absence from the soccer market, Mbappé’s decision to leave the brand with which he has built his entire career is sure to leave a lasting mark on the realm of athletic sponsorship.
Three weeks ago, the soccer world was left in shock upon Kylian Mbappé’s announcement that he had ended his partnership with Nike to sign with the Swiss brand On. The captain of France’s national team, currently among the world’s most successful and decorated players, publicized his decision to join On through an Instagram post that has racked up almost two million likes. Alongside Mbappé, the company has, per an ESPN article, recruited former French footballer Thierry Henry, who will serve as On’s director of football. The brand itself was founded in 2010, primarily specializing in the production of running sneakers, before signing with tennis phenom Roger Federer in 2019 and subsequently joining the tennis sportswear market.
A faint trace of a pattern is present in On’s sponsorship series, as Mbappé’s partnership now becomes the second time the company has begun producing gear for a new sport following the signing of a distinguished athlete. This may well be a strategic move on On’s side, as making a world-class athlete the face of their new line gives them credibility with buyers, visibility with the athlete’s fan base, and a strong foothold in a previously unexplored field. The sponsorship is advertised with the slogan “Dream On,” alluding to its aspirational nature within the soccer market.
As for the reasons behind Mbappé’s decision, they are slightly speculative due to the partnership’s recent announcement but can be inferred reasonably from the deal’s surrounding circumstances. Firstly, his contract with Nike had been remarkably long-lasting, dating all the way to the beginning of his career in 2006, when he was only eight years old, per CNBC. While sticking with the same brand worked well for him in previous years when his entire professional profile was based in France playing for Paris-Saint Germain, his signing with Real Madrid in 2024 signaled the coming of an image change.