Ben Shelton Reportedly Switches From On to New Balance
The US tennis player is reportedly leaving apparel brand On for New Balance, with the new deal set to begin in January.
Updated on Nov. 9, 2026 in Tennis
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Ben Shelton is reportedly leaving apparel brand On for New Balance, according to Hard Court. The move follows a series of brand switches among tennis and sports figures led by Kylian Mbappe's departure from Nike for On.
Why it matters
The reported switch is the first from a major star since Mbappe acquired a minority equity stake in On, signaling continued movement in tennis apparel sponsorships. It adds to a trend of athletes changing brands in search of new partnerships.
Shelton's former On collection carried prices from £22 to £170 across apparel, with shoes at £190. The reported New Balance deal begins in January, but its financial terms have not been disclosed.
The players
Ben Shelton
Ben Shelton is an American professional tennis player known for his powerful serve and aggressive baseline game.
New Balance
New Balance is an American athletic footwear and apparel company that sponsors numerous elite athletes across multiple sports.
On
On is a Swiss sportswear brand known for its running shoes and apparel, which has expanded into tennis sponsorships.
Carlos Alcaraz
Carlos Alcaraz is a Spanish professional tennis player who has won multiple Grand Slam singles titles.
The details
Hard Court first reported the move, which the outlet had also promoted during this year's US Open. Shelton reached the US Open final earlier this year and lost the Paris Masters final on Sunday to Carlos Alcaraz in straight sets.
Timeline
Earlier this year: Shelton reaches the US Open final.
Sunday: Shelton loses the Paris Masters final to Carlos Alcaraz.
January 2027: Shelton's New Balance deal is set to begin.
Market Landscape
Shelton's reported move extends a wave of athlete departures from Nike that followed Kylian Mbappe's switch to On after two decades with the brand. Other tennis players have made similar moves, including Jack Draper to Vuori and Frances Tiafoe to Lululemon.
Shelton's switch means his on-court apparel will carry New Balance branding starting in January, which may matter to fans buying replica gear. The move also places him alongside Coco Gauff and Shohei Ohtani among New Balance's athlete roster.
The takeaway
Athlete apparel sponsorships are shifting quickly, and a single high-profile move can reshape a brand's roster. Fans who follow players for gear choices should watch for the January start of the new partnership.
What happens next
Shelton's New Balance deal is set to begin in January 2027.
Further reading
For more on the sport's biggest names and tours, explore our Tennis coverage.
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