ON PARTNERS WITH BURNA BOY IN MULTI-YEAR DEAL

On

Summary:

• Swiss athletic brand On signs multi-year partnership with Afrobeats star Burna Boy
• Collaboration focuses on merging sports, culture, and creativity through products and experiences
• Tennis serves as initial platform for this performance-lifestyle intersection

Swiss athletic brand On expands its celebrity roster with a multi-year partnership featuring global Afrobeats superstar Burna Boy. The collaboration follows previous partnerships with FKA twigs and Zendaya.

The agreement centers on blending sports, culture, and creativity to develop products and experiences that promote self-expression and community building. Burna Boy brings his genre-defying music style and cultural influence to the Swiss company's brand portfolio.

"Everything I do comes from the same place – music, sport, community and culture. All connected. On understands this. Our partnership aims to shake things up and bring fresh energy to the sports world", Burna Boy stated.

The artist's distinctive personal style and cultural impact align with On's mission to inspire movement and community engagement. Martin Hoffmann, On's CEO, emphasized the shared values driving the partnership.

"This collaboration builds on shared spirit. At On, we exist to ignite the human spirit through movement, and Burna Boy's art does exactly this. He doesn't create music only. He moves communities. Welcoming an artist who identifies so deeply with our mission represents a special moment for us", Hoffmann explained.

Tennis will serve as the initial creative platform for this performance-lifestyle intersection. The concept develops through On's Clubhouse Nights, the brand's global event series spanning New York, Miami, and Paris.

The partnership positions On to tap into Burna Boy's massive international following while the artist gains access to the athletic brand's innovative product development and global distribution network. Both parties aim to create experiences that bridge the gap between athletic performance and cultural expression.

Burna Boy joins a select group of high-profile collaborators working with the Swiss brand to expand its reach beyond traditional athletic markets into broader lifestyle and cultural segments.