Observed Signal · Sep 18, 2026 · Partnership · Source: Retail Dive · Impact: 2/5 · Sentiment: Positive
Brand & Marketing Market: On signs Mbappé as it preps soccer entry
Swiss sportswear brand On has officially entered the soccer market by signing French superstar Kylian Mbappé as its newest brand ambassador. Mbappé, captain of the French national team and Real Madrid striker, will collaborate with product developers to test and refine future football footwear and apparel, marking a shift from traditional endorsements. The announcement coincided with Thierry Henry's appointment as Director of Football and the expansion of Swiss national player Sydney Schertenleib's role to include product development. On plans to leverage its LightSpray technology for football products, representing its largest step beyond running. Analysts view this as a strong start but caution about challenges competing with Nike and Adidas, citing performance credibility and low margins on cleats.
Not directly relevant to AdTech/MarTech/AI; sports marketing partnership, but involved marketing strategy and a major brand move.
Wichtigste Kernpunkte & Evidenz
- On signed Kylian Mbappé as brand ambassador for its football division; financial terms and duration were not disclosed.
- Mbappé will work with product developers to test and refine football footwear and apparel.
- Thierry Henry was appointed Director of Football, a new role at On.
- On plans to use its LightSpray technology for football products.
- Analysts from BMO, Evercore ISI, and Jefferies provided commentary on the move, noting competitive challenges.
Verknüpfte Unternehmen
8 verknüpfte UnternehmenUnder Armour
Globale Sportswear-Marke, die hochentwickelte Sportbekleidung, Schuhe und Accessoires über ein hochgradig integriertes Direct-to-Consumer-Digital-Commerce-Ecosystem vertreibt.
“comparing it to Under Armour's Steph Curry partnership...”
On
Advertiser / Brand (Buys Ads)On ist eine börsennotierte Schweizer Performance-Sportmarke, die Premium-Laufschuhe, Bekleidung und Accessoires herstellt und vermarktet.
“Swiss sneaker brand On has signed soccer superstar Kylian Mbappé, the company announced Friday....”
Evercore
Unabhängige Investmentbank, die Unternehmen, Sponsoren und institutionelle Investoren bei strategischen Transaktionen berät.
“according to Evercore ISI analysts led by Michael Binetti...”
PUMA
Globale Sportlifestyle-Marke, die Schuhe, Textilien und Accessoires direkt an Endkunden vertreibt.
“Nike, Adidas and Puma have a long track record....”
New Balance
Privat geführtes Sport- und Bekleidungsunternehmen mit starkem Direct-to-Consumer-Fokus im Retail- und E-Commerce-Bereich.
“Other smaller players like Skechers and New Balance have tried to break into the category....”
adidas
Globaler Sportartikelhersteller, der innovative Schuhe, Bekleidung und Accessoires im Direct-to-Consumer- und Großhandelssegment vertreibt.
“On is beefing up its roster as it prepares to do battle in one of the toughest areas in athletic apparel, long dominated by Nike and Adidas....”
Nike
Globale Sportartikelmarke mit einem starken, direkt an den Endkunden gerichteten digitalen Commerce-Ökosystem.
“Mbappé signed with Nike as a child, at the start of his career....”
Jefferies
Börsennotierte Investmentbanking- und Wertpapierhandelsgruppe für institutionelle Kunden.
“according to Jefferies analysts led by Randal Konik...”
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