Burna Boy Joins On As Clubhouse President

Burna Boy has been named Clubhouse President in a unique collaboration with On. It’s a creative collaboration that takes an interesting approach to sportswear partnerships, giving Burna Boy an opportunity to co-create visuals and music while providing a platform for culture, as well as product.

“It’s a collaboration that made sense between our two worlds of music, sport and community. It’s an organic fit,” Burna Boy said in a press statement.

Fans of the Nigerian Afrobeats titan will likely recognise the importance in that small detail — the work is also about narrative and not just pushing the latest running shoe. On is a performance-first footwear brand, so the appointment of a cultural icon to help develop and grow its creative vision and community is a savvy move.

It’s also in line with a wider trend, with New Balance signing Rosalía as Global Ambassador earlier this month, and Vans naming SZA as their Artistic Director. Brands’ focus on non-sportspersons is a strategic way to change how they accrue clout, and as On are finding, tying lifestyle and creativity to a brand’s DNA. On’s aim could also be to get Burna Boy to take them further into fashion and culture discourse, rather than just see them on the running track.

Officially, the collaboration will kick off in 2025 with campaigns to follow later in the year. There are more releases and visuals to look out for, too.

Stay up to date with all upcoming sneaker releases from our Sneaker Release Dates page. Be sure to follow us on Twitter and Instagram.