On Holding will expand its portfolio to include soccer products, signing a deal with Real Madrid forward Kylian Mbappé to be the face of the new category.

Mbappé, the reigning World Cup record goal scorer, will "be at the heart of On's football journey," working directly with the company's product team to develop and test footwear and apparel for the sport, the Swiss company said Friday.

Mbappé will additionally become a global ambassador for the company.

"From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow's game," he said in a statement. "I want to bring my experience and perspective into what we create, push what's possible through innovation, and always stay true to the joy of football."

On Holding has also appointed Thierry Henry to be its director of football. Henry has been working behind the scenes with the company on its entry and product approach since late 2025, it said.

On Holding's expansion into the soccer market comes as the company faces slowing sales growth and mounting competition in the sportswear category. On built its brand around product enhancements and a refusal to discount its shoes and apparel, though today's promotional retail environment is testing that approach.

The company previously said it has no plans to cut prices, even after its weakest retail sales since going public in 2021 forced it to soften its sales outlook last month.