Our Perspective on Kylian Mbappé’s Image: Anatomy of a Fall
In just a few years, Kylian Mbappé transformed from a French football prodigy into an icon. Discovered at seventeen, he became a world champion before turning twenty and emerged as the emblematic figure of France’s biggest club, PSG. His popularity quickly transcended the sport’s boundaries. He was the perfect champion—philanthropic, humble, and always putting the team first. His performances during the last World Cup in December 2022, notably his three goals in the final, cemented his status as a global star.
But starting in 2023, the trend reversed, and Kylian Mbappé faced a gradual decline in public affection that accelerated over recent months to the point where the coach of the French national team did not hesitate to leave him out of the latest matches and without him, they won in Italy, scoring three goals! How can we explain that in less than two years, the unanimously admired champion has become a controversial and increasingly criticized figure? Let’s examine the causes of this sudden downfall.
Disappointing Performances in High-Stakes Matches
From early 2023, while Kylian Mbappé remained highly effective in French league matches or the French Cup against weaker teams, he disappointed in the Champions League and didn’t fare better the following season before exiting Euro 2024 without scoring a single goal or making a significant impact during the French team’s performances. He was as invisible, self-centered and inept. This inefficiency provided fertile ground for the erosion of his image, which his communication posture and style exacerbated.
A Media Presence on All Fronts… Including the Minefields!
During his rise, Kylian Mbappé impressed with the quality of his media appearances, both in style and substance. With success, these became more assertive and dominant. He failed to adjust them in light of his declining performances, frequently making ambitious or even combative statements before matches, thereby amplifying the negative impact of his disappointing performances.
But more importantly, he ventured beyond sports into more challenging territories. From the « Nahel affair » to his call in July 2024 to avoid voting for extremist parties, Kylian Mbappé has, in recent years, taken strong public stances on divisive issues, which have inevitably made him less unifying and more susceptible to criticism. His disputes with his club over his contract renewal and subsequent extension, and the eventual payment of astronomical bonuses—widely reported in the press—have placed him in economic or legal headlines, distancing him from his original image. Lastly, his Swedish escapade last September, particularly poorly handled by his lawyer from a communication standpoint, drew him into tabloid territory and revealed an unknown aspect of his life that could at least partially explain his underperformances.
The Remedies? Media Abstinence and Football!
Is Kylian Mbappé’s image permanently tarnished? No! Firstly, because he still enjoys significant goodwill stemming from his past performances—iconic brands never truly die—and secondly, because his sporting achievements will ultimately determine his future popularity with the public.
So what should he do in the coming months? Take a step back and withdraw from the media spotlight to allow the pressure to subside, focus on football, and prioritize training to regain his playing strength. This period of retreat will provide him the opportunity to let controversies fade, concentrate on his athletic performance, and gradually win back the hearts of the French people.
His public image will, however, never be quite the same. But Kylian Mbappé now has the chance to build a less polished, more realistic image—in essence, more human and therefore more sustainable.
Eric Giuily, President of CLAI
Sara Ouafir, Confirmed Consultant