Ben Shelton will end his four-year partnership with Swiss sportswear brand On to sign with New Balance starting next year, Blick reported.
The 24-year-old American tennis player is currently on the fourth Rang of the ATP-Weltrangliste. He will wear On gear for the final time in a few days at the ATP Finals in Turin, Italy, according to Karin Montani, a spokesperson for On.
Montani told Blick that the proposed financial conditions and structural terms for extending the deal ultimately did not align with On’s strategy. “We are very proud on our partnership with Ben and on everything we have achieved together on and off the court over the past four years,” Montani said.
Athleten-Partnerschaften in tennis remain a core pillar for the company, Montani added. “Even though the proposed terms and structure for a continuation ultimately no longer fit with On, we wish Ben only the very best for his continued path.”
Shelton will compete in New Balance apparel and footwear beginning next season, as various sports platforms have reported on social media. Neither the manufacturer nor Shelton has issued an official confirmation yet.
Ben Shelton’s move to New Balance is a loss for $ONON’s visibility in U. S. tennis. It may also be a good time for both sides to move on. On signed Shelton in 2023, before he became a top-five player. The brand got years of exposure as his profile rose, and Shelton arrived at…
On maintains that tennis remains a central pillar of its brand strategy. The company’s active portfolio features six-time Grand Slam champion Iga Świątek and Italian player Flavio Cobolli.
Shelton is scheduled to play his final tournament representing On at the ATP Finals in Turin, Italy.
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