NKE · News · 20260918N

Competition and Market Share

NIKE, Inc. · 2026-09-18 · Importance 34 · Surprise 42

Kylian Mbappé is leaving Nike after approximately 20 years to become a global ambassador for Swiss sportswear company On. On plans to use the partnership to expand into football cleats and match-day apparel, giving the newer rival a higher-profile foothold in global soccer. CNBC reported that Nike chose not to renew Mbappé’s expired endorsement contract and intended to allocate its endorsement spending elsewhere, adding to pressure from newer brands that have attracted other high-profile athletes.