Burna Boy and On Forge Landmark Partnership Redefining Sport and Culture

Global sportswear brand On has officially unveiled a multi-year collaboration with Grammy Award-winning music pioneer Burna Boy, forging a strategic partnership that seamlessly blends the worlds of sport, culture, and creativity. This significant alliance is set to advance On's overarching vision to redefine the intersection of performance and lifestyle, leveraging compelling partnerships to innovate within the industry.

Through this dynamic collaboration, On and Burna Boy aim to introduce a series of pioneering products and immersive experiences. The core objective is to champion self-expression and foster a strong sense of community, reflecting a shared ethos that transcends traditional boundaries between athletic gear and cultural influence. This innovative approach seeks to infuse a fresh perspective into the global sports landscape.

The initial phase of this ongoing series of collaborations zeroes in on the sport of tennis, which serves as a creative canvas for their joint journey. Building upon the success of "Clubhouse Nights," an immersive event concept that skillfully unites tennis and music with global sport and creative communities, Burna Boy takes on the emblematic role of On’s Clubhouse President. This position firmly establishes his influence within On’s expanding tennis universe, with events slated to captivate audiences across key cities including New York, Miami, and Paris.

Burna Boy articulated his personal philosophy behind the partnership, stating, “For me, everything I do comes from the same place — music, sport, community, and culture. It’s all connected.” He emphasized the synergy with the brand, adding, “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.” His words underscore a holistic view of creativity and human endeavor.

Martin Hoffman, CEO of On, echoed this sentiment, highlighting the foundational alignment between the two entities. “This partnership is built on a shared spirit. We exist to ignite the human spirit through movement, and Burna Boy’s art achieves exactly that,” Hoffman remarked. He further praised Burna Boy’s profound impact, noting, “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.”

The launch of this groundbreaking partnership is notably introduced through a captivating short film. Directed by the acclaimed Rollo Jackson, the film ingeniously blends Burna Boy’s bold and distinctive aesthetic with On’s precision-engineered Swiss roots. It aims to present tennis “in an entirely new light,” ingeniously reimagining the traditional clubhouse as a vibrant, culturally forward space. The film's meticulously crafted set design, conceived by Jabez Bartlett, further integrates Nigerian-inspired patterns and various objects drawn directly from Burna Boy’s rich creative world, offering a unique visual narrative.