On's football debut with Kylian Mbappé drives 16.22 million dollars in media exposure

On scored 16.22 million dollars in media impact value with the launch of On Football last week, according to a new report from Launchmetrics. Kylian Mbappé, who left Nike after 20 years to lead On’s football, was the brand’s top placement, with his Instagram post announcing the new partnership hitting 1.13 million dollars in MIV — MIV is a proprietary algorithm and metric developed by Launchmetrics to assign a specific monetary value to brand exposure and marketing efforts across print, online, and social media.

The data was collected from September 18 to 24. By this Monday, his post had garnered 1.8 million likes and over 10,000 comments, including messages from other On ambassadors, such as tennis player Roger Federer and stylist Law Roach.

“From the beginning, what drew me to On was the opportunity to build something entirely new together that will help shape tomorrow’s game,” Mbappé said in a statement released on September 18. “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. We have a shared dream, and this is only the beginning.”

Mbappé will reportedly work directly with On’s product teams on development and testing of future football footwear and apparel.

On Football also marked the debut of Thierry Henry as the Swiss sportswear brand’s director of football. Henry had been working behind the scenes with the brand on every aspect of its entry and product approach since late 2025, according to a statement. “Over the past year, I’ve seen first-hand the curiosity and attention to detail the team at On brings to that process. We want to listen to players, understand what they need and create something that can genuinely add to the game. I’m proud to be part of shaping what comes next,” Henry said.

On is applying that same formula to football: working closely with a highly selective line-up of elite players to rethink product for the demands of the game while bringing a new energy to the culture that surrounds it.