Kylian Mbappé Parts Ways with Nike, Signs with On Sportswear

MIAMI — September 18, 2026

Kylian Mbappé, the French soccer superstar and forward for Paris Saint-Germain (PSG), has officially parted ways with Nike and signed a new endorsement deal with On sportswear. This development, confirmed on September 18, 2026, at 16:34 GMT, represents a pivotal moment in the world of sports marketing and athlete endorsements.

The decision comes after a long-standing partnership with Nike, which began when Mbappé was just 14 years old. Over the years, he became one of the most recognizable faces in sports, significantly contributing to Nike’s brand image and marketing strategies. The exact reasons for the split have not been disclosed, but industry insiders suggest that Mbappé’s desire for a fresh start and a more personalized brand alignment may have played a role.

On sportswear, a relatively newer player in the athletic apparel market, has been gaining traction for its innovative designs and commitment to sustainability. Founded in 2010 in Switzerland, On has quickly established itself as a formidable competitor in the running shoe segment, appealing to both professional athletes and casual runners. The company’s focus on performance and environmental responsibility aligns with the growing trend among athletes to endorse brands that reflect their values.

This shift is particularly significant given the current landscape of sports endorsements, where athletes increasingly seek partnerships that resonate with their personal brand and ethos. Mbappé’s move to On could signal a broader trend where established athletes opt for emerging brands that offer unique value propositions, potentially reshaping the dynamics of athlete endorsements.

The financial terms of the deal have not been publicly disclosed, but it is expected to be substantial, reflecting Mbappé’s star power and marketability. According to reports, the new contract is anticipated to include performance incentives tied to his achievements on the field, further intertwining his success with the brand’s growth.

This development is receiving attention now due to the timing of the announcement, coinciding with the start of the European soccer season, where Mbappé is expected to play a crucial role for PSG. His visibility during this period will likely enhance On’s brand recognition and market presence.

Locally, this change could influence the Miami sports market, where soccer is rapidly growing in popularity. Nationally and globally, it underscores a shift in how brands and athletes interact, with potential implications for future endorsement deals across various sports.

Looking ahead, it will be interesting to observe how this partnership evolves and whether it leads to increased market share for On in the competitive sportswear industry. Additionally, other athletes may follow suit, seeking similar arrangements with emerging brands that align with their personal values and career aspirations.

Source: CNBC