Burna Boy Joins On as an Ambassador

On is expanding its star-studded ambassador roster with another buzzy name: Afrobeats trailblazer Burna Boy, who joins the Swiss athletic brand for a multiyear partnership that blends sport, culture and creativity.

Burna Boy, recognized for his genre-transcendent music, will work with On to introduce products and experiences that promote self-expression and community. The partnership kicks off with a focus on tennis, granting Burna Boy the symbolic title of clubhouse president as On broadens its tennis world.

“For me, everything I do comes from the same place — music, sport, community and culture. It’s all connected,” Burna Boy said in a statement. “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”

This collaboration builds upon Clubhouse Nights, On’s initiative to combine tennis, music and art through a global event series in New York, Miami and Paris. Burna Boy headlined Clubhouse Nights Paris ahead of the ambassadorship announcement.

The announcement of his title as clubhouse president is made in a short film directed by Rollo Jackson, which fuses Burna Boy’s aesthetic with the Swiss roots of On. The film reinterprets the clubhouse as a culture-forward space, with set design by Jabez Bartlett bringing in Nigerian-inspired patterns in addition to items from Burna Boy’s world.

“This partnership is built on a shared spirit. At On, we exist to ignite the human spirit through movement, and Burna Boy’s art achieves exactly that,” said Martin Hoffmann, chief executive officer of On, in a statement. “He doesn’t just make music; he moves communities. Welcoming an artist who so deeply identifies with our mission is a special moment for us, and we can’t wait to create things together that will inspire.”

Burna Boy joins existing On ambassadors including FKA Twigs, Roger Federer and Zendaya, who recently codesigned her first shoe with the brand alongside Law Roach.

Watch Jackson’s short film featuring Burna Boy below.