# Nike loses Mbappé to On in soccer endorsement shake-up

> The Swiss sportswear brand signs the world's biggest soccer star as Nike refocuses its spending during a major turnaround.
- Title: Nike loses Mbappé to On in soccer endorsement shake-up · CNBC
- Summary: The Swiss sportswear brand signs the world's biggest soccer star as Nike refocuses its spending during a major turnaround. Nike chose not to renew Mbappé's…
- Keywords: kylian mbappé, nike, soccer endorsement, real madrid, paris saint-germain, elliott hill, thierry henry, sportswear, brand partnership, football, business, loses
- Source: CNBC — https://cnbc.com/2026/09/18/kylian-mbappe-signs-with-on-after-nike-parts-ways.html
- Author: Jessica Golden
- Published: 2026-09-18T16:34:06+00:00
- Read time: 1 min
- Topics: kylian mbappé, nike, on, soccer endorsement, real madrid, paris saint-germain, elliott hill, thierry henry, sportswear, brand partnership, football, business
## Mbappé leaves Nike for On
The 27-year-old soccer superstar signed with Swiss sportswear company On after Nike chose not to renew his contract when it expired in July.
## Nike redirects endorsement spending
Nike decided to use its endorsement money elsewhere, feeling it had benefitted from Mbappé's prime years. The move reflects the company's broader turnaround efforts.
## Nike struggles under new leadership
CEO Elliott Hill is working to rebuild brand loyalty and innovation as Nike's stock has fallen about 50% in the past year, with particular weakness in China.
## On's first football signing
On also named retired French star Thierry Henry as director of football, marking the brand's major push beyond its core running business into soccer.
## Mbappé's historic soccer record
The Real Madrid star is the all-time leading scorer for Paris Saint-Germain, the French national team, and the FIFA World Cup, which he won with France in 2018.
## On promises fresh innovation
Mbappé said he was drawn to On by the chance to build something entirely new and push what's possible through innovation in football.

> I want to bring my experience and perspective into what we create, push what's possible through innovation, and always stay true to the joy of football.
## Analysts warn of costly gamble
Jefferies cautioned that football is one of the most expensive categories to enter and that performance credibility cannot simply be bought with a star athlete.

> Performance credibility cannot simply be bought.
## Key takeaway

Nike chose not to renew Mbappé's contract to redirect endorsement money elsewhere, handing On a major coup in its push beyond running.