Grammy-winning Nigerian artist Burna Boy has joined his mother, Bose Ogulu, and sister, Ronami Ogulu, in the latest campaign for Swiss sportswear brand On, extending the family’s influence into the global intersection of music, fashion and lifestyle. The campaign builds on On’s multi-year partnership with Burna Boy, announced in September 2025, which positioned the Afrobeats star as the brand’s Clubhouse President and brought together sport, creativity and cultural expression. The collaboration reflects the brand’s growing interest in connecting its performance-led identity with influential artists and communities beyond traditional sporting audiences.
The campaign arrives amid On’s wider efforts to establish a stronger cultural presence in Lagos through Burna Boy’s creative network. In March 2026, the brand spotlighted Nigerian creatives including Nissi Ogulu, music industry veteran Benson Idonije, fashion designer Oyin Alesh, DJ and community builder Blessing Ewona, and music video director TG Omori. Photographed by Wale Adebisi, the imagery presented On footwear within the context of Lagos street style, creative work and everyday movement. The initiative highlighted the brand’s Cloudtilt, Cloudmonster and Roger collections, demonstrating how its running and tennis-inspired designs can move beyond performance settings into contemporary lifestyle fashion.
For On, collaborations with Burna Boy and his family represent an opportunity to deepen its connection with African audiences while drawing on the continent’s growing influence in global popular culture. For the Ogulu family, whose work spans music, artist management and creative direction, the campaign reinforces a public profile that extends beyond the recording studio and concert stage. As sportswear brands increasingly compete through cultural relevance as well as product innovation, campaigns rooted in authentic creative communities offer a way to connect with consumers through identity, style and shared experience.
