Swiss sportswear brand On is officially entering the world of football, and it is making its arrival with two of the sport’s most recognizable names. On announced that French superstar Kylian Mbappé will become a global ambassador and central figure in the brand’s move into football, while French football legend Thierry Henry has been appointed Director of Football. The expansion represents a significant new chapter for a company that built its reputation in performance running before moving into categories including tennis and training.
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Experience at the highest level
Mbappé’s involvement will extend beyond appearing in campaigns. The Real Madrid and France forward is expected to work directly with On’s product teams, contributing his experience at the highest level of the game to the development and testing of future football footwear and apparel. For On, the partnership provides the company with an immediate connection to one of football’s biggest global stars as it attempts to bring its performance-focused design philosophy to the world’s most popular sport.
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The brand is also turning to Thierry Henry to help shape that strategy. The World Cup winner and Arsenal legend has been working behind the scenes with On since late 2025, contributing to the company’s approach to football before officially taking on the Director of Football position. Henry will be involved across product development, athlete relationships and the broader direction of On’s presence within football culture.
Swiss international and FC Barcelona midfielder Sydney Schertenleib will also play a role in the expansion. Already an On ambassador for training and lifestyle, Schertenleib will contribute to product development and testing as the company builds products for the women’s game.
Technology at the core
Technology is expected to be a major part of On’s attempt to differentiate itself from established football brands. The company plans to adapt LightSpray, its robotic manufacturing technology, to football footwear. Originally introduced in 2024, the technology creates a shoe upper using a continuous sprayed filament, allowing On to rethink conventional footwear construction.
Rather than simply transferring an existing running product into another category, On says its football development will be athlete-led, with elite players providing direct feedback as products are tested and refined. The move places On in one of the most competitive markets in sportswear, where established giants have spent decades building relationships with clubs, athletes and fans.
For a brand founded in the Swiss Alps in 2010, football represents its biggest opportunity yet to demonstrate how far it can stretch beyond its running roots. With Mbappé providing star power, Henry helping guide the strategy and On bringing its technology-first approach to the pitch, the company is positioning its football debut as more than a new product category — it is the beginning of its next major chapter.
