Swiss performance sportswear leader On has announced a multi-year creative partnership with global Afrobeats superstar Burna Boy, elevating him to the symbolic role of Clubhouse President. The collaboration aims to fuse sport, culture, and artistry in fresh, boundary-blurring ways.
The title Clubhouse President situates Burna Boy at the heart of On’s dynamic tennis universe—including its “Clubhouse Nights” series that transforms sports venues into culturally vibrant spaces through music, art, and performance.
In a statement, Burna Boy emphasised the synergy of his artistic vision with On’s ethos:
“For me, everything I do comes from the same place — music, sport, community, and culture. It’s all connected. On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”
On’s CEO Martin Hoffmann echoed the sentiment:
“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… We can’t wait to create things together that will inspire.”
The campaign launch includes a striking short film, directed by Rollo Jackson. Set designs incorporate Nigerian-inspired motifs and elements from Burna Boy’s creative universe—recasting the tennis clubhouse as a space of cultural expression.
Burna Boy’s role builds on his performance at Clubhouse Nights in Paris earlier this year, adding momentum to the narrative of sport meeting culture.
This move follows a growing trend: Rosalía joining New Balance as Global Ambassador and SZA becoming Vans’ Artistic Director—pointing to how fashion and sportswear are increasingly shaped by cultural voices outside traditional athletic sponsorships.
For On, the appointment of a cultural powerhouse like Burna Boy signals an invitation for the brand to resonate beyond performance gear—to engage with fashion, community, and narratives rooted in real cultural exchange.
Why It Matters — Timeless Angles
This partnership holds lasting relevance for several key reasons:
- Cultural Authenticity Over Celebrity Endorsement
Rather than a transactional sponsorship, Burna Boy’s role is deeply creative—shaping experiences and storytelling rather than just attaching a name. - Blurring Art and Athletics
On is redefining what it means to be a sports brand—from gear to gatherings driven by cultural resonance. - Global Representation
This marks a meaningful step in bridging African artistry with global sports narratives—redefining influence across industries. - Evergreen Inspiration
Brands aspiring to elevate beyond logos can look to this collaboration as a model of integrating genuine artistry with brand ethos.
