On Holding makes a high-profile entry into soccer by signing French star Kylian Mbappé, a move that increases the visibility of the Swiss running-shoe brand as it extends its footprint into the sport.
Both outlets frame the partnership as a marketing boost for On, highlighting how the Mbappé deal draws attention to the company at a time when brands compete for recognition in football-related markets. At the same time, they point to challenges beyond publicity. Turning a headline athlete association into sustained product demand is difficult in the competitive soccer space, where brand loyalty, distribution, and on-pitch credibility can determine whether consumers and clubs adopt new offerings. The sources emphasize that while the signing raises awareness, On still faces hurdles in converting that visibility into measurable commercial success, particularly in a market crowded with established football brands.
Overall, the story centers on On’s strategic push into soccer through a celebrity endorsement, with attention on both the immediate promotional impact and the uncertainties around sales performance and long-term traction.
