More than an endorsement; this is culture in motion, reimagined on the tennis court and beyond.

Burna Boy just leveled up his global influence. The Grammy-winning Afrobeats star is now the global ambassador for On, the sleek Swiss sportswear brand known for performance meets artistry. This multi-year deal goes beyond logos on a billboard. It cements Burna Boy’s place at the intersection of music, sport, and community.

On is pushing him front and center in a role they call Clubhouse President. That means he is the curator of vibe and aesthetic for On’s Clubhouse Nights events; creative blends of tennis, music, art, and culture. Expect energy that’s as alive in Paris and New York as it is on Lagos streets.

Forget cookie-cutter celebrity deals. This one includes a tennis themed campaign shot by director Rollo Jackson. The visuals bring together Burna Boy’s bold aesthetic and On’s clean lines. Designer Jabez Bartlett even wove Nigerian-inspired patterns into the set, a bold claim that the shoe and commentary can reflect roots.

Look, Burna Boy already broke ground in music libraries and award shows. Now he’s cracking into sport and lifestyle with the same authenticity that turned his sound into global soundtrack. On’s CEO said No one moves communities like him. We see this as more than a sneaker deal. It is a cultural handshake between Afrobeats energy and athletic aesthetics. Pop culture at its freshest doesn’t just celebrate the artist, it equips them. Burna Boy is not just joining On. He is rewriting how brand partnerships should feel: cohesive, soulful, and unapologetically original.