Swiss sportswear brand On has released fresh imagery celebrating Lagos style and the vibrant community around Afrobeats star Burna Boy, who became a brand ambassador in 2025. Following a December 2025 dinner in Lagos to mark the collaboration, the campaign features locals from Burna’s circle wearing On’s cushioned sneakers, blending everyday city movement with cultural flair.

Photographed by Wale Adebisi, the shoot highlights five creatives and their personal mantras alongside popular On models like the Roger Wildcard, Cloudtilt, Cloudmonster 1, and Roger Clubhouse:

• Nissi Ogulu (multi-disciplinary artist in music, art, and engineering): “I believe you can do whatever it is you set your mind to.” (Wears Roger Wildcard)

• Benson Idonije (music veteran, Fela Kuti’s first manager, and Burna Boy’s grandfather): “If you want to succeed, need to persevere and rise above challenges.” (Wears Cloudtilt)

• Oyin Alesh (fashion designer behind Kadiju): “Follow the feeling first, and make the things you wish existed.” (Wears Cloudmonster 1 and Cloudtilt)

• Blessing Ewona (DJ and founder of Dencity, supporting women and marginalized groups in Nigeria’s skate scene): “Creating spaces you wish existed and bringing people along with you.” (Wears Roger Wildcard)

• TG Omori (director known for shaping Afrobeats visuals, including Burna collaborations): “I never really know what to say, I’d rather just show you.” (Wears Cloudmonster 1 and Roger Clubhouse)

The campaign emphasizes how On’s sneakers, known for CloudTec cushioning and versatile, lightweight designs, fit seamlessly into Lagos life, from studio sessions and skateparks to city streets and creative work. It builds on Burna Boy’s role (including his “Clubhouse President” title for On’s tennis-culture initiatives) to highlight authentic African creative energy and community.

This is the latest extension of On’s push to fuse sport, fashion, and culture through its Burna Boy partnership, positioning the brand’s sneakers as staples for dynamic, real-world style in Lagos and beyond.