Grammy-winning Afrobeats star Burna Boy has been officially announced as the new global ambassador for ON, the premium Swiss sportswear brand renowned for its sleek, performance-driven designs.
The partnership represents a bold fusion of Afrobeats and sportswear fashion. Known for his boundary-pushing sound and unapologetic style, Burna Boy embodies the energy ON aims to project, innovative, authentic, and culturally relevant.
By bringing the Nigerian superstar on board, ON continues the growing trend of sportswear companies turning to music and cultural icons to broaden their influence beyond athletics.
Burna Boy’s global reach, both musically and stylistically, makes him a natural fit to amplify the brand’s lifestyle-driven vision.
The announcement has already generated buzz, with fans calling the collaboration a perfect match. As Afrobeats cements its place on the global stage, Burna Boy’s ambassadorship further reinforces his role not only as a music heavyweight but also as a global tastemaker shaping culture and fashion.
This move mirrors recent industry shifts, with New Balance naming Rosalía as its Global Ambassador earlier this month and Vans appointing SZA as Artistic Director.
For ON, aligning with Burna Boy signals an intention to carve a stronger presence in fashion and cultural conversations, rather than focusing solely on performance gear.
The collaboration officially launches in 2025, with campaigns and exclusive visuals slated to roll out later in the year.
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