The On Brand: Disrupting the Status Quo in Sports Marketing The recent partnership between Swiss sportswear company On and World Cup champion Kylian Mbappé has sent shockwaves through the sports marketing landscape.
At first glance, the signing of Mbappé appears to be a straightforward business decision, but upon closer inspection, it becomes clear that On is playing a far more nuanced game.
The company's entry into the soccer category marks a bold challenge to Nike and Adidas' dominance in this area. By securing Mbappé, On is making a direct attack on these established brands' near monopoly.