Nigerian music star Burna Boy launches $180 sneakers with Federer-backed brand On

Nigerian music star Burna Boy is releasing his first sneaker collection with On, the Swiss sportswear company backed by tennis great Roger Federer, a little over a year after signing a multi-year partnership with the brand.

The three-shoe pack goes on sale on Thursday, Oct. 22, through On's stores and website and at selected retailers including Foot Locker. Prices range from $150 to $180, in line with what On charges for its regular shoes, and all three pairs come in unisex sizes.

The collection covers the three areas On wants to be known for: running, tennis and everyday wear. The most expensive pair is a version of the Cloudmonster running shoe in a single shade of deep red called Sienna, with the upper matched to the cushioned sole, priced at $180.

The Cloudtilt Remix, a lifestyle and walking shoe, sells for $170 in a dark brown colorway called Ox Brown, with the sole dyed the same color rather than left white. The cheapest pair, at $150, is a white version of the Roger Clubhouse, the tennis-inspired shoe from On's line named after Federer. It swaps the usual mesh upper for leather and adds metal eyelets, a pressed-in On logo and visible stitching at the heel.

The changes are mostly about color and materials, and the shoes keep their familiar shapes. There is no oversized branding.

How the partnership began

On announced its deal with the singer, whose real name is Damini Ebunoluwa Ogulu, in September 2025. The company gave him the title of "Clubhouse President," a role tied to its tennis business and to Clubhouse Nights, a series of events in New York, Miami and Paris that mixes tennis, music and art. Burna Boy headlined the Paris edition earlier that year, and he hosted an invitation-only night at On's Clubhouse in Lagos at the end of 2025.

Burna Boy said when the deal was announced that music, sport, community and culture were linked in his work. "It's all connected," he said. "On gets that. Our partnership is about shaking things up and creating new energy in the world of sports."

Martin Hoffmann, On's chief executive, said at the time that the artist "doesn't just make music; he moves communities."

On's celebrity bets

On was founded in Zurich in 2010 by former Swiss triathlete Olivier Bernhard and his partners David Allemann and Caspar Coppetti. Federer bought a stake in 2019 and has helped design shoes for the brand, which listed its shares on the New York Stock Exchange in 2021. Hollywood actress Zendaya has worked with On since June 2024 and has co-created several of its shoes.

The company's sales are still growing quickly. Revenue rose 13.5% to CHF 850.3 million ($1.03 billion) in the three months to June, and On returned to profit with net income of CHF 105 million ($127 million), compared with a loss a year earlier. It expects full-year sales of CHF 3.47 billion to CHF 3.56 billion ($4.2 billion to $4.3 billion).

Burna Boy's career

Burna Boy, 35, is one of the biggest names in Afrobeats. He won the Grammy for best global music album in 2021 for "Twice as Tall," and in July 2023 he became the first African artist to headline and sell out a stadium in the United States, at Citi Field in New York.

He is signed to Atlantic Records, part of Warner Music Group, through a deal agreed in 2017, and runs his own label, Spaceship Entertainment, which he founded in 2015. His eighth studio album, "No Sign of Weakness," came out in July 2025.