{"id":2002353,"date":"2025-09-06T18:06:05","date_gmt":"2025-09-06T18:06:05","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2002353"},"modified":"2025-09-06T18:06:05","modified_gmt":"2025-09-06T18:06:05","slug":"burna-boy-and-on-are-serving-up-a-new-era-of-sport-and-culture","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/burna-boy-and-on-are-serving-up-a-new-era-of-sport-and-culture\/","title":{"rendered":"Burna Boy and On Are Serving Up a New Era of Sport and Culture"},"content":{"rendered":"<p><\/p>\n<div data-article-body=\"true\">\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Burna Boy may be the African Giant, but his global impact is getting bigger and bigger.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The award-winning artist is leveling up in more ways than one by linking with Swiss sportswear brand <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.on.com\/en-gb\/collection\/burna-boy\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:On;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">On <\/a>for a multi-year partnership that\u2019s set to spark new energy in the intersection of sports and culture. More than just a namesake partner, Burna takes on the role of <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=kmvYde4VCwI\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:On Clubhouse President;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">On Clubhouse President<\/a> \u2014 a title that positions him as the face of On\u2019s growing tennis universe and signals a new chapter in how the sport is presented to the world.<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><button aria-label=\"View larger image\" class=\"group absolute bottom-3 right-3 size-10 md:size-[50px] lg:inset-0 lg:size-full lg:bg-transparent\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-0 right-0 rounded-full bg-white p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-white\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg viewbox=\"0 0 22 22\" aria-hidden=\"true\" class=\"size-4 lg:size-6\" width=\"22\" height=\"22\"><path d=\"M12.372.92c0-.506.41-.916.915-.916L21 0l-.004 7.712a.917.917 0 0 1-1.832 0V3.183l-6.827 6.828-1.349-1.348 6.828-6.828h-4.529a.915.915 0 0 1-.915-.915M1.835 17.816l6.828-6.828 1.349 1.349-6.829 6.827h4.529a.915.915 0 0 1 0 1.831L0 21l.004-7.713a.916.916 0 0 1 1.831 0z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed inset-0 z-4 size-full max-h-none max-w-none bg-white hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p><span>On<\/span><\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.complex.com\/shop?utm_source=yahoo&amp;utm_medium=syndication&amp;utm_campaign=shop2025\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:COMPLEX SHOP: Shop the brands you love, anytime and anywhere. Uncover what's next. Buy. Collect. Obsess.;elm:context_link;itc:0;sec:content-canvas\" class=\"link \"><b>COMPLEX SHOP:<\/b> Shop the brands you love, anytime and anywhere. Uncover what&#8217;s next. Buy. Collect. Obsess.<\/a><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Burna Boy&#8217;s influence has always stretched far beyond music. From his chart-topping albums to sold-out stadium tours, Burna has established himself as a cultural force. But just as important is the way he connects communities, whether it\u2019s through his philanthropic efforts, his unapologetic embrace of African identity, or his ability to bring diverse audiences together through sound. Pairing that energy with On\u2019s mission to \u201cignite the human spirit through movement\u201d creates a potent collaboration of brand and leadership. The partnership between the two feels bigger than sneakers or apparel that you\u2019ll casually scroll past on IG; it\u2019s about redefining what sport and culture can look like when they collide.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cFor me, everything I do comes from the same place \u2014 music, sport, community, and culture. It\u2019s all connected,\u201d said Burna Boy in the announcement of this new partnership. \u201cOn gets that. Our partnership is about shaking things up and creating new energy in the world of sports.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">On CEO Martin Hoffmann shares the same excitement: \u201cHe doesn\u2019t just make music; he moves communities.\u201d That spirit comes alive in the launch campaign \u2014 a visually striking short film directed by Rollo Jackson. The visual reimagines tennis through Burna\u2019s lens, with a Nigerian-inspired set design by Jabez Bartlett, blending with On\u2019s Swiss roots. The result is a clubhouse that feels like a less stuffy institution and more of a vibrant cultural haven, layered with tradition and reinvention that feels aligned with Burna\u2019s vibe.<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><img alt=\"A man with sunglasses and a beard, laughing while holding a red ball, sits in front of a shelf filled with records.\" loading=\"lazy\" width=\"960\" height=\"540\" decoding=\"async\" data-nimg=\"1\" class=\"rounded-lg\" style=\"color:transparent\" src=\"https:\/\/s.yimg.com\/ny\/api\/res\/1.2\/r44CrecJwfY2wMt5iPh17A--\/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MDtjZj13ZWJw\/https:\/\/media.zenfs.com\/en\/complex_131\/d5be77ba74e52cbc265b155b7a5363b4\"\/><button aria-label=\"View larger image\" class=\"group absolute bottom-3 right-3 size-10 md:size-[50px] lg:inset-0 lg:size-full lg:bg-transparent\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-0 right-0 rounded-full bg-white p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-white\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg viewbox=\"0 0 22 22\" aria-hidden=\"true\" class=\"size-4 lg:size-6\" width=\"22\" height=\"22\"><path d=\"M12.372.92c0-.506.41-.916.915-.916L21 0l-.004 7.712a.917.917 0 0 1-1.832 0V3.183l-6.827 6.828-1.349-1.348 6.828-6.828h-4.529a.915.915 0 0 1-.915-.915M1.835 17.816l6.828-6.828 1.349 1.349-6.829 6.827h4.529a.915.915 0 0 1 0 1.831L0 21l.004-7.713a.916.916 0 0 1 1.831 0z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed inset-0 z-4 size-full max-h-none max-w-none bg-white hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p><span>On<\/span><\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Together, Burna and On will introduce products and experiences designed to champion self-expression and community. Tennis serves as the first canvas for this creative journey. Once seen as exclusive and rigid, the sport is undergoing a cultural shift \u2014 and On has been pushing that transformation with its <em>Clubhouse Nights<\/em> series. Already hosted in New York, Miami, and Paris, the events merge tennis with music, art, and nightlife, opening the game up to new audiences and breaking down barriers in the process. The events have become standout cultural moments in each city, with Burna Boy headlining the Paris edition earlier this year \u2014 laying the foundation for the partnership.<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><img alt=\"A person holding a red tennis ball behind their back in a dimly lit room with orange carpet and modern furniture.\" loading=\"lazy\" width=\"960\" height=\"540\" decoding=\"async\" data-nimg=\"1\" class=\"rounded-lg\" style=\"color:transparent\" src=\"https:\/\/s.yimg.com\/ny\/api\/res\/1.2\/eBWq6SdWi2_jST7qSFxC1g--\/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MDtjZj13ZWJw\/https:\/\/media.zenfs.com\/en\/complex_131\/61d8ac81e40331a5a50e72e43af4370c\"\/><button aria-label=\"View larger image\" class=\"group absolute bottom-3 right-3 size-10 md:size-[50px] lg:inset-0 lg:size-full lg:bg-transparent\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-0 right-0 rounded-full bg-white p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-white\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg viewbox=\"0 0 22 22\" aria-hidden=\"true\" class=\"size-4 lg:size-6\" width=\"22\" height=\"22\"><path d=\"M12.372.92c0-.506.41-.916.915-.916L21 0l-.004 7.712a.917.917 0 0 1-1.832 0V3.183l-6.827 6.828-1.349-1.348 6.828-6.828h-4.529a.915.915 0 0 1-.915-.915M1.835 17.816l6.828-6.828 1.349 1.349-6.829 6.827h4.529a.915.915 0 0 1 0 1.831L0 21l.004-7.713a.916.916 0 0 1 1.831 0z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed inset-0 z-4 size-full max-h-none max-w-none bg-white hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p><span>On<\/span><\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The African Giant is just warming up. This collaboration signals more than just a moment, but a new start of an era where sport, music, and culture collide on an international stage. For On, it\u2019s a vision and statement of intent. For Burna, it\u2019s another avenue to take Nigerian culture worldwide.<\/p>\n<h2 class=\"mb-4 text-xl font-bold md:text-2xl\"><b>Related News<\/b><\/h2>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><b><i><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.yahoo.com\/entertainment\/movies\/articles\/dwayne-johnson-scared-embrace-dramatic-202742274.html\" data-ylk=\"slk:Dwayne Johnson Was Scared to Embrace Dramatic Roles Until 'The Smashing Machine';elm:context_link;itc:0;sec:content-canvas;outcm:mb_qualified_link;_E:mb_qualified_link;ct:story;\" class=\"link  yahoo-link\">Dwayne Johnson Was Scared to Embrace Dramatic Roles Until &#8216;The Smashing Machine&#8217;<\/a><\/i><\/b><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><b><i><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.yahoo.com\/entertainment\/celebrity\/articles\/sophie-cunningham-fires-back-skip-021825492.html\" data-ylk=\"slk:Sophie Cunningham Fires Back at Skip Bayless Calling Her a 'Clout Chaser': \u2018Get Out of Here\u2019;elm:context_link;itc:0;sec:content-canvas;outcm:mb_qualified_link;_E:mb_qualified_link;ct:story;\" class=\"link  yahoo-link\">Sophie Cunningham Fires Back at Skip Bayless Calling Her a &#8216;Clout Chaser&#8217;: \u2018Get Out of Here\u2019<\/a><\/i><\/b><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.complex.com\/shop?utm_source=yahoo&amp;utm_medium=syndication&amp;utm_campaign=shop2025\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:COMPLEX SHOP: Shop the brands you love, anytime and anywhere. Uncover what's next. Buy. Collect. Obsess.;elm:context_link;itc:0;sec:content-canvas\" class=\"link \"><b>COMPLEX SHOP:<\/b> Shop the brands you love, anytime and anywhere. Uncover what&#8217;s next. Buy. Collect. Obsess.<\/a><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.complex.com\/newsletters?utm_source=yahoo&amp;utm_medium=referral&amp;utm_campaign=newsletter_cta5\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Making Culture Pop. Find the latest entertainment news and the best in music, pop culture, sneakers, style and original shows.;elm:context_link;itc:0;sec:content-canvas\" class=\"link \"><b>Making Culture Pop.<\/b> Find the latest entertainment news and the best in music, pop culture, sneakers, style and original shows.<\/a><\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Burna Boy may be the African Giant, but his global impact is getting bigger and bigger. The award-winning artist is leveling up in more ways than one by linking with Swiss sportswear brand On for a multi-year partnership that\u2019s set to spark new energy in the intersection of sports and culture. More than just a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2002354,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[364353,364352],"class_list":["post-2002353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-african-giant","tag-burna-boy"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/09\/Burna-Boy-and-On-Are-Serving-Up-a-New-Era.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2002353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2002353"}],"version-history":[{"count":0,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2002353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2002354"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2002353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2002353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2002353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}