{
  "id": 19172699,
  "title": "Shelton set to ditch On weeks after Swiss brand signs Mbappe",
  "url": "https://urgent.news/2026/11/09/shelton-set-to-ditch-on-weeks-after-swiss-brand-signs-mbappe",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-09T15:43:39.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/shelton-set-to-ditch-on-weeks-after-swiss-brand-signs-mbappe/"
  },
  "original_language": "en",
  "account": "Ben Shelton, a prominent tennis player, is poised to leave the apparel brand On following a brief tenure, as it undergoes a significant shift due to its minority equity acquisition by French football star Kylian Mbappe. The American tennis player will transition to New Balance, starting from January, as reported by Hard Court during the US Open. This move aligns with a recent trend of major athletes switching brands, notably Mbappe's decision to move away from Nike after a two-decade partnership.\n\nOn's collection of Shelton's merchandise includes vests priced at £75, shorts at £85, shoes at £190, and other apparel ranging from £22 to £170. However, the Swiss footwear and sportswear brand will continue to maintain a robust presence in the sport, with athletes such as Iga Swiatek and Flavio Cobolli still serving as key ambassadors in their on-court campaigns. Shelton's recent loss in the Paris Masters final to Carlos Alcaraz did not hinder his performance earlier this year, as he reached the US Open final.\n\nThe 24-year-old tennis player will join a roster that includes fellow tennis players Coco Gauff, Shohei Ohtani, and American track stars Sydney McLaughlin-Levrone and Femke Bol under New Balance's ambassador program. Additionally, New Balance has established deals with footballers Bukayo Saka, Sadio Mane, and Harvey Elliott.\n\nThe sports industry has witnessed considerable change as athletes transition from one brand to another. Notably, British tennis player Jack Draper left Nike for the challenger brand Vuuri but has mainly remained with them off-court due to injuries, while Alex de Minaur switched from Asics to Wilson. Shelton's contemporaries, Frances Tiafoe and Taylor Fritz, also left Nike in recent years, with Tiafoe joining Lululemon and Fritz transitioning to Hugo Boss.",
  "summary": "Ben Shelton has become the first major star to leave apparel brand On since its minority equity acquisition by French footballer Kylian Mbappe. The American tennis player will reportedly leave the organisation – which counts Roger Federer among its investment group – for New Balance, according to Hard Court, which also touted the move during [...]",
  "key_points": [
    "Ben Shelton to leave On brand, join New Balance in January",
    "Mbappe's Swiss brand acquires On, prompting athlete brand switches",
    "Shelton's merchandise includes vests, shorts, shoes priced between £22-£190"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}