Tennis star Ben Shelton is set to end his four-year partnership with Swiss sportswear brand On to sign an apparel and footwear contract with New Balance starting next year, Blick reported.
The 24-year-old American currently ranks fourth in the ATP rankings and has served as a brand ambassador for On, a company where Roger Federer holds a stake. Shelton will wear On gear for the final time at the upcoming ATP Finals in Turin, Italy, according to statements confirmed to Blick by On spokesperson Karin Montani.
- Shelton’s transition to New Balance aligns him with tennis stars like Iga Świątek, as On continues its involvement in the sport.
- On confirmed that tennis remains a central pillar of its brand strategy despite Shelton’s departure.
While official confirmation from New Balance or Shelton himself remains pending, sports platforms across social media have widely reported the impending equipment switch. Montani told Blick the brand will continue to support the sport, stating, Our engagement in this area is today more intensive and financially sound than ever and our tennis portfolio continues to gain momentum.
On’s broader portfolio features such as six-time Grand Slam champion Iga Świątek and Flavio Cobolli. Montani noted that Shelton’s departure stems from the fact that he ultimately no longer fit On,
as reported by Blick.
The announcement of Shelton’s upcoming departure arrives alongside On’s third-quarter financial results. The company reported a record quarterly revenue surpassing 900 million Swiss francs, landing at 931.4 million francs for a 17.2 percent increase year-over-year, alongside a net profit of 162.8 million francs.
| Metric (Q3) | Financial Figure | Change Year-Over-Year |
|---|---|---|
| Total Revenue | 931.4 million CHF | +17.2% |
| Net Profit | 162.8 million CHF | +36.9% |
| Swiss Market Growth | Around 10% | N/A |
Shelton will complete his remaining appearances in On apparel over the coming weeks before making the full transition to New Balance gear for the upcoming professional tennis circuit.
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