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On signs Mbappé as it preps entry into soccer

The superstar, who signed with Nike as a child, will help the Swiss sneaker brand do battle in a sport dominated by Nike and Adidas.

On is beefing up its roster as it prepares to do battle in one of the toughest areas in athletic apparel, long dominated by Nike and Adidas. Still, entering the space makes sense for On, and “the signing of Mbappé [is] a great way to start,” according to BMO Capital Markets analysts Kelly Crago and Owen Tunstill.

“Other smaller players like Skechers and New Balance have tried to break into the category with smaller, less splashy endorsements, but have yet to move the needle from a market share standpoint,”

On signs Mbappé as it preps entry into soccer | Retail Dive

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