January 20-22, 2027 | Las Vegas Convention Center January 20-22, 2027 | Las Vegas Convention Center Key Takeaways: Kylian Mbappé has swapped the swoosh for On’s distinctive logo , and the football world is taking notice. The Real Madrid forward’s move away from Nike marks one of the biggest athlete-brand shifts in recent sports history, and it comes with an equally bold twist: On is entering the football market for the first time, betting that its running-shoe pedigree can translate to the pitch. Mbappé signed with Nike at age 9 in 2006, and the partnership grew alongside his rise into one of the sport’s most recognizable stars. The timing couldn’t be worse for Nike, which is currently mired in one of the roughest stretches in company history. Shares have fallen more than 50% over the past 12 months, and the company is set to be removed from the S&P 100 index this week. Losing one of football’s brightest stars only adds another straw to the camel’s back. On built its name on running shoes engineered with “CloudTec” cushioning and precision design. Now the brand is pointing that same engineering mindset at football. The company’s first boots, due in 2027, will feature LightSpray technology, a manufacturing process that sprays a single continuous thread to form the upper in minutes rather than through a traditional multi-step build. The result, On says, is its lightest and fastest footwear yet, with both laced and laceless versions currently in testing. However, a slick manufacturing process means little without input from players who actually wear boots on match day. That’s where Thierry Henry comes in. The former France and Arsenal striker has worked behind the scenes with On since late 2025 and now serves as Director of Football. Swiss international Sydney Schertenleib, already an On ambassador, is also leading the brand’s football push as its first female ambassador. Football boots are a notoriously tough category to crack. Nike and Adidas each supplied them to more than 40% of players at the last World Cup, with Puma accounting for roughly 10%. Under Armour and Skechers have both tried and failed to meaningfully dent that dominance. On’s challenge won’t just be building a good shoe. It will be convincing players and fans that performance credibility can’t simply be bought. When the boots launch, expect scrutiny beyond weight and star power. Fit, traction and durability over various playing surfaces will determine whether LightSpray holds up under real match conditions, not just in a photo shoot. Mbappé’s switch has already generated plenty of buzz. Whether On can turn that curiosity into a genuine foothold in football will be decided one match at a time. (Note: AI assisted in summarizing the key points for this story.) Posted In: News Tagged With: Football , Licensing Deals , Nike , On , Soccer ADVERTISEMENT About Contact Us FAQ Terms & Conditions FOLLOW US ON
Curated by Taleb Kabbara · Source: sportstailgateshow.com