Beyond his role as a face of the brand, Mbappé will collaborate directly with On’s design teams to test and refine equipment. Thierry Henry has also been named the company's director of football, formalizing a behind-the-scenes advisory role he has held since late 2025. This pivot into professional soccer arrives at a critical juncture for On, which is currently grappling with decelerating sales growth and heightened competition in the retail sector.

Historically, the company maintained a strict no-discount policy to protect its premium market position. However, this strategy faces pressure from a broader retail environment increasingly reliant on promotions. After reporting its weakest sales performance since its 2021 IPO, On recently softened its financial outlook, signaling that the venture into soccer is a strategic effort to regain momentum without resorting to price cuts.