Ben Shelton’s four-year run as the face of On’s on-court line is coming to an end. The 24-year-old American has agreed (not officially yet) to join New Balance from 2027, ending a partnership with the Swiss brand that began in March 2023.
On has confirmed the split, however, New Balance is yet to issue a statement regarding their alleged new partnership.
What On said
This statement makes it clear the brand walked away rather than lost a bidding war by accident:
“We are very proud of our partnership with Ben and everything we have achieved together on and off the court over the past four years. Athlete partnerships in tennis are and will remain a core pillar of On’s approach. While we ultimately felt that the proposed terms and structure for continuing the partnership were no longer fit for On, we wish Ben nothing but the very best on his journey.”
The numbers
The money is serious, though the exact ceiling depends on where you read. The most detailed breakdown has Shelton on a guaranteed $5 million a season. On top of that sit ranking bonuses: a further $5 million for finishing inside the top 10 and $3 million more for ending a year at No. 1. That adds up to a maximum of around $13 million a year. Some reports went higher, putting the potential value as high as $18 million annually. Neither Shelton’s team nor New Balance has commented on the figures yet.
Shelton is expected to wear On for the last time at the ATP Finals in Turin this month, then debut New Balance in January, which means the 2027 Australian Open will be his first major in the new kit. On’s Lights Out collection and the all-black The Roger Pro 3 he wore in New York this year will go down as the last of the line.
A signature shoe
New Balance is expected to build a signature model around Shelton, something On never offered him. This was reportedly a non-negotiable, and it’s the reason the switch is more than a logo change. Shelton becomes New Balance’s second signature athlete in tennis, joining Coco Gauff, whose CG1 launched in 2022 and whose second on-court model arrived in 2024, followed by a lifestyle shoe in 2025. Tommy Paul is also on the NB roster, so the brand now has the two biggest American drawcards on either side of the tour.
At New Balance he gets a blank sheet and his own name on the midsole. That’s a materially different proposition, and it’s the kind of thing that has historically moved the needle for a player’s commercial ceiling more than a base salary does.
The gamble is that signature shoes are expensive and not all of them sell. Gauff’s line had the advantage of arriving alongside a US Open title. Shelton’s will arrive alongside big expectations and no major yet.
What doesn’t change
His Yonex EZONE 98 and his string setup stay put, this is a footwear and apparel deal only. Shelton is also a “luxury” partner for Rolex, Loewe and Ralph Lauren.
