Exclusive Insight: On targeting sports culture with Burna Boy partnership

Swiss performance sportswear brand On has officially shared insights regarding a multi-year collaboration with music superstar and Afrobeats pioneer Burna Boy_ which will fuse sport_ culture_ and creativity.

In a statement_ On_ which also has a brand partnership with actress Zendaya_ said the move advances its vision “to redefine the intersection of performance and lifestyle through compelling partnerships”.

On will collaborate with Burna Boy on products and “experiences that champion self-expression and community". The first will focus on tennis_ building on its global event series_ _Clubhouse Nights__ which blends tennis_ music and art_ in New York_ Miami_ and Paris.

Martin Hoffmann_ chief executive of On_ said: “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.

“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 was introduced with a short film_ blending Burna Boy_s bold aesthetic with On_s Swiss roots_ directed by Rollo Jackson_ which aimed to present tennis “in an entirely new light_ reimagining the clubhouse as a vibrant_ culture-forward space”.

Commenting on the partnership_ Burna Boy added: “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.”