On Running Campaign Showcases Lagos Creatives in Partnership with Burna Boy

The athletic brand On has launched a new visual campaign centered in Lagos, Nigeria, following musician Burna Boy's appointment as brand ambassador last year. The project, released recently, features photography by Wale Adebisi and film work by Unwana Uteh, with styling directed by Daniel Obaweya. It highlights several local creatives wearing On sneakers, including Nissi Ogulu, Benson Idonije, Oyin Alesh, Blessing Ewona, and TG Omori. Each participant shares a personal affirmation alongside their featured footwear styles, such as the Roger Wildcard, Cloudtilt, and Cloudmonster 1. The campaign aims to capture authentic Lagos style and movement, building on a partnership dinner held in the city in December. Benson Idonije, noted as Fela Kuti's first manager and Burna Boy's grandfather, represents a deep connection to Nigerian music history. Blessing Ewona's involvement highlights her work with Dencity, an initiative supporting women and marginalized groups in Nigeria's skate scene. TG Omori, known for directing Afrobeats music videos, including collaborations with Burna Boy, also appears. The imagery emphasizes sneakers designed for versatility and comfort, suitable for both creative work and daily urban life.