On partnered with Complex to amplify its multi-year collaboration with Burna Boy, positioning the Afrobeats superstar not just as a brand ambassador, but as Clubhouse President—the creative face of On’s expanding tennis universe. On wanted to connect with a culturally fluent, youth-driven audience that sees sport, music, and style as deeply intertwined. Complex, with its authority across culture and lifestyle, was the ideal platform to frame this not as a standard endorsement, but as a culture-shifting crossover.

Approach:
I crafted branded editorial content that spotlighted Burna Boy’s role as both cultural leader and creative collaborator, while contextualizing On’s Clubhouse Nights series as a space where sport, music, and art collide. The storytelling leaned into Complex’s sharp, culture-first editorial voice, weaving in Burna’s global influence, his Paris Clubhouse Nights performance, and On’s Swiss innovation. The result positioned the collab as an authentic cultural moment rather than a traditional sportswear campaign.

Impact:

• Positioned On as a brand shaping culture, not just sportswear.

• Elevated the Burna Boy collaboration as the launch of a new era for tennis, blending tradition with reinvention.

• Delivered branded content that felt organic to Complex’s audience, while amplifying On’s mission to “ignite the human spirit through movement.”