On Holding signs Kylian Mbappé, enters global football category
- On Holding signs Kylian Mbappé as brand ambassador, ending his 20-year Nike relationship
- Thierry Henry joins as Director of Football to lead category expansion
- Sydney Schertenleib expands role to develop women's football products
- ONON shares rose 0.37% to $27.43 on Friday morning
*this image is generated using AI for illustrative purposes only.
On Holding AG (NYSE: ONON) signed French football star Kylian Mbappé as a brand ambassador, marking its entry into the global football category and ending his two-decade partnership with Nike.
The Swiss athletic brand announced the deal on Friday, positioning Mbappé to collaborate directly with product engineering teams in Zurich. The partnership focuses on testing custom football cleats built with On’s proprietary LightSpray technology, a robotic spraying process designed for lightweight footwear.
Leadership and Product Strategy
To support this expansion, On confirmed that Thierry Henry has joined the company as Director of Football. Henry had been advising on product strategy since late 2025. Additionally, Sydney Schertenleib, a Swiss international and FC Barcelona player, expanded her ambassador role to help develop products for the women’s game.
Market Reaction
Shares of On Holding traded marginally higher on Friday morning following the announcement.
| Metric | Value |
|---|---|
| Stock Price | $27.43 |
| Change | +0.37% |
| 52-Week Low | $26.36 |
The stock remained near its 52-week low of $26.36 at the time of publication.
How might On Holding's entry into the football category impact Nike's market share and future sponsorship strategies in European soccer?
Will the integration of LightSpray technology into Mbappé's custom cleats lead to a measurable increase in On's footwear sales volume within the next fiscal year?
What is the projected timeline for the commercial release of the football-specific product lines developed under Thierry Henry's direction?
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