Ben Shelton stepped into his US Open press conference this year as tennis’s newest star on the rise. Fresh off a breakthrough season that propelled him to a career-high world ranking of No. 6, the 22-year-old has captured attention not just for his explosive serve and court presence, but for his unwavering loyalty to his sponsors.
When a reporter decided to question that loyalty by comparing his brand to Jack Draper’s recent sponsor switch, Shelton’s response made one thing crystal clear: don’t mess with his partnerships.
What Did Ben Shelton Say About His On Running Partnership?
During a media session in New York, a reporter noted that Jack Draper had ended his long-standing Nike partnership in favor of Vuori, then asked Ben Shelton for a comparison with his sponsor. The 22-year-old paused, looked straight at the journalist, and replied, “What was the question?” When the reporter tried again, asking what you get from it compared to being with a different brand, he simply said, “I just don’t get the comparison, because I started with On.”
The exchange took an even sharper turn when the reporter called Shelton’s sponsor “not one of the big ones.” Shelton took immediate offense and fired back, “So, On is not a big company? Did you see the earnings report a couple of weeks ago?” The reporter attempted damage control, saying, “I mean the conventional ones for tennis players,” but Shelton ended all debates with a straightforward response. “It’s not a Nike or Adidas? Sorry, bro. I don’t like that question,” he replied with a smile.
Community first, always. That’s tennis in NYC. 🎾
From the biggest stage in Queens to casual matches in the park, the on-court culture in the city is one-of-a-kind.
Add a surprise drop-in from @benshelton? It becomes next level. 🚀 #DreamOn #ThanksForPlaying pic.twitter.com/HPTLEGd41G
— On (@on_running) August 22, 2025
Shelton’s partnership with On Running began in early 2023, marking his first professional apparel agreement after turning pro in 2022.
On Running has built its reputation on Cloud series sneakers and technical tennis apparel. The Swiss company fields top athletes like Iga ÅšwiÄ…tek, João Fonseca, and Flavio Cobolli, while counting celebrities such as Zendaya among its supporters. The brand’s tennis credibility received a major boost in 2019 when Roger Federer became a partner and investor with a significant stake in On, elevating its status in the tennis world.
Why Are Tennis Players Breaking Away From Traditional Sponsors?
The tennis sponsorship landscape has undergone a dramatic transformation in recent seasons as players prioritize creative control and brand alignment over simple name recognition. Draper’s switch from Nike to Vuori at the start of the hard-court season made headlines not only because of the timing but also because he chose a brand outside the traditional tennis market.
This trend extends far beyond Draper’s move. Lorenzo Musetti left Nike to partner with Asics, drawn by the company’s heritage design and performance focus. Taylor Fritz surprised many when he moved from Nike to Hugo Boss, citing the German label’s tailored fit and bespoke service. Frances Tiafoe broke new ground by collaborating with Lululemon on a personalized line that blends athletic wear with streetwear flair.
Nike has finally dropped Jannik Sinner and Carlos Alcaraz gear online 🥲https://t.co/Ip9UUcJuDk
— Serve On SI 🎾 (@ServeOnSI) August 12, 2025
Meanwhile, some stars have doubled down on the major brands. Jannik Sinner and Carlos Alcaraz renewed their multi-year contracts with Nike, securing their own logos and signature apparel lines. Andrey Rublev took a completely different approach, parting ways with Nike to launch his own brand, “Rublo,” giving him full creative freedom over his on-court look.
These shifts reflect players’ evolving desire for partnerships that extend beyond simple kit supply. For Shelton, his choice of On represents exactly that philosophy. With the Swiss brand’s rapid growth and Federer’s backing, his loyalty appears well-founded. As he made clear in that press conference, questioning that decision isn’t something he’ll tolerate quietly.
