Swiss sportswear brand On is making a major entrance into football by signing Kylian Mbappé and Thierry Henry, marking a significant shake-up in the sports apparel market. Mbappé, previously with Nike for nearly 20 years, will now wear On boots throughout his soccer career, potentially up to age 37. Henry, an iconic former player connected with Nike during his days at Arsenal, is joining On as a director of football, collaborating with Mbappé on product development. This move challenges Nike amid an intensified rivalry with Adidas and new disruptive brands like On.

Nike, having lost these two high-profile French soccer talents, faces a tough year, particularly after Adidas’s success at the 2026 FIFA World Cup and difficulties in key markets like China. Meanwhile, On, less than 20 years old and historically rooted in running and tennis with endorsements like Roger Federer and Ben Shelton, signals ambitions beyond their traditional categories. The creation of a dedicated football division and a strategic alliance with Mbappé and Henry enhances On’s credibility as a formidable new player in the football apparel space.

In a strategic countermove, Alexandre Arnault, son of Bernard Arnault, CEO of luxury conglomerate LVMH, has joined Nike’s board, bringing powerful luxury and fashion expertise to the American sports giant. The Arnault family is France’s wealthiest and deeply embedded in the country’s political and business fabric, closely connected to President Emmanuel Macron’s administration. LVMH’s extensive portfolio includes many top fashion houses, and the group played a major role in the Paris 2024 Olympics. This partnership with Nike may position the brand to better compete against rivals by leveraging LVMH’s luxury and lifestyle insights.

These intertwined relationships highlight Paris as a critical hub where sport, fashion, and celebrity intersect. Mbappé endorses LVMH products while endorsing On as well, and celebrity influencer Zendaya is linked to both LVMH and On, illustrating a dense network linking industry rivals. With the Arnault family’s influence now inside Nike, and On pushing forward with star athletes, the global sportswear competition is evolving into a complex power play centered on Paris, poised to reshape how Nike and others fight for dominance in this profitable market.