On Holding's (ONON) entry into the soccer category through a partnership with World Cup champion Kylian Mbappé marks the latest step for the company as it aims to tread its own path as a premium global sports brand.
The Swiss sportswear company signed Mbappé, whose contract with Nike (NKE) expired this past summer after seven years, beating out competitors such as Adidas (ADS.DE) and Under Armor (UA) for a partnership with the soccer superstar.
The company did not disclose the size of the deal. As part of the announcement, soccer pundit Thierry Henry was named the company's director of football, after working with the brand since 2025.
"The announcement is a direct challenge to Nike and Adidas (which have a near-monopoly in the category)," Evercore ISI ******* yst Michael Binetti wrote in a note to clients. "We expect a major investment in a large global category will be a positive near-term catalyst for the stock."
On stock rose slightly after the deal was announced, but shares remain down 40% year to date amid a challenging retail environment for sneaker stocks. Nike's stock fell 2% on Friday.
#category #company #partnership
The Swiss sportswear company signed Mbappé, whose contract with Nike (NKE) expired this past summer after seven years, beating out competitors such as Adidas (ADS.DE) and Under Armor (UA) for a partnership with the soccer superstar.
The company did not disclose the size of the deal. As part of the announcement, soccer pundit Thierry Henry was named the company's director of football, after working with the brand since 2025.
"The announcement is a direct challenge to Nike and Adidas (which have a near-monopoly in the category)," Evercore ISI ******* yst Michael Binetti wrote in a note to clients. "We expect a major investment in a large global category will be a positive near-term catalyst for the stock."
On stock rose slightly after the deal was announced, but shares remain down 40% year to date amid a challenging retail environment for sneaker stocks. Nike's stock fell 2% on Friday.
#category #company #partnership
2 months ago
