To understand how On was able to sign Kylian Mbappe, one of the most popular footballers in the world, we have to take a step back and look at the company he was poached from, Nike. 

‍

Nike is still the biggest sportswear brand in the world. However, they’ve suffered multiple missteps over the years that have seen their light diminish. Outside of their recent removal from the S&P 100, Nike has made many mistakes but the one I believe that cost them here was their decision to streamline their football (soccer) division. They’ve dropped multiple big name clubs (Liverpool & Man City) as shirt sponsors. They’ve lost their two decade ball partnership with the Premier League and Conmebol. And they’ve let many big name players from the past go like Harry Kane and Christian Pulisic. They intentionally focused their spending on a few star players like Vini Jr, Haaland, and Mbappe. Unfortunately it wasn’t enough to keep the french star who spent the first 20 years of his career with Nike. 

‍

I haven’t had one quarter of the life experience as France’s mercurial superstar but I can’t imagine that leaving the company that has seen you through your footballing career is an easy choice. But it is one that must be made at times and Mbappe is the face and debut athlete of On’s new football (soccer) line. And with his move he’s betting on himself and his future as a footballer. As the brand's expansion into this new market currently lives or dies through his performance on the field. If he goes on to win La Liga or the Champions league with On branded cleats then the kids that look up to him will go from begging for Nikes to begging their parents for Swedish engineering. But if his career stalls or the boots hinder his performance then it’s a blemish on his career, his star power and On as a credible player in the football market. Because if this partnership doesn’t reach the heights that both parties invision then I don’t imagine On has the budget to sign another star of Mbappe’s caliber and may have to adopt the playbook of smaller brands and build their football division through youth partnerships and hope that one of those players makes it big. Heavy is the crown but I believe that Mbappe has what it takes to make On into a serious player in the market.

What started as a performance running shoe company using technology that was presented to and rejected by Nike has now evolved into a sportswear company. And while Nike has stumbled for the past couple of years their work that engrained them into global sports culture is still as evident as ever. And if On wants to take a share of that pie they have a lot of work in front of them. Which makes the Mbappe signing so smart as he is easily one of the most culturally significant sports figures and the perfect signing to make a splash with. This move also changes who On speaks to as a company. They aren’t just making gear for runners and office workers anymore but the aspiring athlete or the 18 year old undergrad who would never buy a football boot now has a reason to pay attention to them as someone they could possibly see themselves as a part of the brand as well. On’s challenges will be to keep up with the demand that this signing creates, to avoid discounting their product and to avoid falling into traps that other sportswear companies have succumbed to when trying to dethrone the king.

‍

This could be another Under Armour moment or the beginning of a new reign. Either way I’m excited to see where On goes from here as their success is in their hands.

‍