On enters football with Kylian Mbappé at the heart of its move into the world’s biggest sport, marking a major new chapter for the Swiss sportswear brand.
The move will see the French football star work directly with On on the development and testing of future football footwear and apparel. Thierry Henry has also been appointed Director of Football, while Swiss international and FC Barcelona player Sydney Schertenleib will contribute to product development and testing.
For On, entering football represents more than adding another sport to its portfolio. The company plans to bring the innovation-led approach that helped establish its name in running into football, combining performance technology, athlete insight and contemporary design.
On Enters Football With Mbappé at the Centre
Kylian Mbappé will play a central role in On’s new football strategy.
Rather than serving only as the face of a campaign, Mbappé will work directly with On’s product teams, bringing his experience at the highest level of football into the development and testing of future footwear and apparel.
He will also become a global ambassador for On, extending the partnership beyond football into movement, performance and contemporary design.
The partnership gives On one of football’s biggest global names as the company enters a category already occupied by some of the world’s most established sportswear brands.
For Mbappé, the partnership also provides an opportunity to contribute to building something new from its early stages.
Thierry Henry Takes Charge of On Football
Another major part of the announcement is the appointment of Thierry Henry as Director of Football.
The former France and Arsenal star has already been involved in the project behind the scenes. Henry has worked with On since late 2025 on the brand’s entry into football and its product approach.
His role will extend beyond representing the brand.
Henry will contribute to the strategic development of On Football, including product development, athlete relationships and how the company approaches the culture and future of the sport.
This makes On’s approach particularly interesting from a branding perspective. Instead of positioning established football figures purely as endorsers, the company is involving them directly in the development of its football business.
On Enters Football With Its Innovation Strategy
As On enters football, one of the biggest questions is how the company will translate its existing footwear technology to the pitch.
Founded in 2010, On established much of its reputation through running and innovations such as CloudTec.
More recently, the company introduced LightSpray, a robotic manufacturing technology that creates a performance upper from a continuous sprayed filament.
On is now applying the technology to the specific demands of elite football.
Elite players will work directly with On’s product teams to test, challenge and refine upcoming football products.
The company’s ambition is to develop products that are exceptionally lightweight, precise and close to the athlete.
That athlete-led development strategy could become an important part of how On differentiates itself as it enters one of sportswear’s most competitive categories.
Sydney Schertenleib Brings the Women’s Game Into the Strategy
On’s football ambitions are not centred exclusively on the men’s game.
Swiss international and FC Barcelona player Sydney Schertenleib is also part of the company’s football strategy.
As On enters football, Schertenleib brings an important perspective to the brand’s expansion. She originally joined On in December 2025 as an ambassador for Training and Lifestyle. That relationship is now expanding into football, where she will work directly with the company on product development and testing.
Her perspective will also help shape products designed for the future of the women’s game.
Together, Mbappé, Henry and Schertenleib give On three different perspectives as it builds its presence in football: current elite performance, experience from one of the game’s most recognised former players and insight from the next generation of the women’s game.
From Running Challenger to Football Newcomer
On’s move into football represents another significant expansion for a company that started in the Swiss Alps in 2010.
The brand now operates across running, outdoor, training, all-day activities and tennis, offering footwear, apparel and accessories. On is present in more than 80 countries worldwide.
Football takes that growth into an entirely different sporting and cultural environment.
The category already includes established global sportswear companies with longstanding relationships across players, clubs and supporters.
On appears to be approaching that challenge with the same proposition that helped distinguish the company in running: product innovation, distinctive design and close collaboration with athletes.
On Enters Football With Bigger Brand Ambitions
As On enters football, the move shows how the company is attempting to take its performance credentials into a much broader sporting and cultural space.
Mbappé gives the brand an elite player who will contribute to both product development and global visibility. Henry brings decades of football experience to the strategic development of On Football, while Schertenleib provides direct input into products for the women’s game.
The launch campaign also brings another creative element into the strategy.
World-renowned photographer Juergen Teller photographed Mbappé, Henry and Schertenleib inside On Labs in Zurich, placing the football stars among the machinery, products and experimentation behind the company’s innovation, including its LightSpray technology.
On is therefore positioning its football entry as more than another athlete endorsement.
It is building the proposition around product innovation, athlete involvement and football culture, with some of the sport’s most recognisable names helping shape what comes next.
As On enters football, the move adds another major global brand to the growing intersection between sport, culture and marketing. The strategy follows a wider trend of brands using football to build deeper consumer connections, including the recent NIVEA Men x Real Madrid collaboration covered by Pat on Brands. Readers can also explore On’s official football platform for more on the brand’s move into the sport.
