*Contract lasts for five years, renewable after expiration for life
*Eight-time Grammy nominee is the latest musical icon tasked with leading a sportswear brand’s initiative
*”For me, everything I do comes from the same place-music, sport, community, and culture. It’s all connected. On company gets that. Our partnership is about shaking things up and creating new energy in the world of sports”-Afrobeat Star, BURNA Boy
*BY TOLOLOPE ADEBAYO/ENTERTAINMENT Correspondent, Zurich, NAIJA STANDARD NEWSPAPER Inc USA
Nigeria’s music superstar, BURNA BOY have been smiling non-stop to the bank, ever since he sealed a mouth-watering deal with a Swiss company that is in the realm of over six figures as ‘On Brand Ambassador’ and named Clubhouse President. The multi-million-dollar deal expected to stretch into five years initially, renewable for life after expiration, places the music icon on a billionaire status.
The Afrobeats star has joined the ‘On roster of brand ambassadors and collaborator’, following in the footsteps – literally and figuratively – of multi-hyphenated global icon Zendaya.
The eight-time Grammy nominee has signed a multi-year partnership with the Swiss brand to continue to redefine the intersection of sports performance and lifestyle through product creation and marketing, per On.
Burna Boy will first collaborate with ‘On’ in the tennis category, building on Clubhouse Nights – On’s global event series fusing the sport, music, and art – that have taken place in New York, Miami, and Paris, where he headlined.
“For me, everything I do comes from the same place-music, sport, community, and culture. It’s all connected,” said Burna Boy. “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”
Within the launch campaign – and social media film directed by Rollo Jackson – Burna Boy takes on the role as “Clubhouse President” and wears On’s The Roger Clubhouse Pro model – the multipurpose tennis shoe named for brand ambassador and co-owner Roger Federer – that blurs the lines between on-court performance and off-court style.
To further celebrate the new partnership, On is featuring a collection of Burna Boy’s favorite footwear and apparel options, including jackets, polos and multiple shoes from the Roger line.
This campaign follows ‘O’ and Zendaya unveiling new footwear and apparel as part of their “Be Every You” campaign that includes the Euphoria star’s first co-created footwear design, the Cloudzone Moon.
Fans can expect to hear more noise from Burna Boy and ‘On’ for years to come.
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