Swiss sneaker brand On has signed soccer superstar Kylian Mbappé as it prepares to enter the sport, according to Retail Dive.

The move marks a significant step for the Zurich-based footwear player. Soccer has long been dominated by Nike and Adidas, two giants that control the bulk of the sport's footwear and apparel business at the elite level. On now intends to compete in that arena, and it has chosen one of the game's most recognizable figures to lead the effort.

Mbappé's arrival at On is notable for another reason. The French forward signed with Nike as a child, building his career and commercial identity inside the orbit of one of the two incumbents On will now face. Landing an athlete of his caliber, and one with such deep ties to a rival, signals how seriously the Swiss brand intends to contest the category.

For On, the signing represents a strategic expansion beyond its running roots. The brand built its reputation on performance running shoes before branching into broader lifestyle and performance categories. Soccer, a global sport with massive commercial reach, offers a far larger stage — but also far tougher competition, given Nike's and Adidas's decades of accumulated sponsorships, federation deals and athlete relationships across the world's most popular game.

The challenge ahead is straightforward. Nike and Adidas supply a substantial share of the world's top players and clubs, and their marketing infrastructure in soccer is entrenched. On will need to convert Mbappé's global profile into credibility and sales in a market where consumers, retailers and clubs have long defaulted to the two established players.

Still, the signing gives On an immediate foothold. Mbappé ranks among the most marketable athletes in world sport, and his decision to leave the Nike ecosystem for a challenger brand will draw attention from fans, media and potential retail partners alike.

The deal also fits a broader pattern of emerging athletic brands using marquee athlete signings to break into categories long held by incumbents. Whether On can translate one superstar partnership into sustained soccer market share against Nike and Adidas remains the open question.

For marketing professionals, the move is a case study in challenger strategy: a rising brand spending on elite talent to buy instant legitimacy in a new vertical. The results will show whether star power alone can shift loyalties in a sport where the leaders' positions have gone largely unchallenged for decades.

Source: Retail Dive (https://www.retaildive.com/news/on-signs-mbappe-schertenleib-soccer-football-nike-adidas/830761/)