Last year, Burna Boy was announced as a brand new ambassador for On. In December, the brand and musician came together to host a dinner in Lagos, celebrating the partnership and Burna Boy’s community. Now, a few months on, the focus has stayed with Lagos and the way people actually dress and move through the city. Released today, new imagery brings Lagos style into view through a cast pulled from locals in Burna’s wider circle, with Wale Adebisi behind the camera, Unwana Uteh on film, and Daniel Obaweya shaping the overall styling direction. 

The imagery features the likes of Nissi Ogulu, Benson Idonije, Oyin Alesh, Blessing Ewona and TG Omori, all adorned in On’s most favoured sneakers. Appearing on everyone from your favourite artists to that effortlessly balanced person you bump into after their morning jog, these featured sneakers have quickly become staples in culture. 

Below, get to know the creatives and read their personal mantras.

NISSI OGULU

Working across music, art and engineering, Nissi Ogulu brings a way of thinking that doesn’t sit in one lane, and that shows in how she approaches both her work and her style. She is featured wearing the Roger Wildcard, a style perfect for everyday use with a cushioned feel and a clean finish that works just as easily in the studio as it does moving across the city.

Nissi’s affirmation: “I believe you can do whatever it is you set your mind to.”

BENSON IDONIJE

In the Lagos music scene, Benson Idonije carries a different kind of weight, earned through decades spent at the very heart of music's creation. As a broadcaster, a respected critic, and, crucially, the first manager of the legendary Fela Kuti, his influence is woven deep into the fabric of Nigerian music history, a connection that flows right into his grandson, Burna. He appears in the Cloudtilt, a lightweight silhouette built for comfort across the day, with a sole designed to absorb impact without feeling heavy.

Benson’s affirmation: “If you want to succeed, you need to preserve and rise above challenges.”

OYIN ALESH

Through her brand Kadiju, Oyin Alesh has built a strong voice within Lagos fashion, with a focus on shape and texture. Her approach to clothing sits naturally alongside sneakers that can hold their own visually while still doing the work they’re built for. She wears the Cloudmonster 1 in white alongside the Cloudtilt, both styles known for their cushioned sole units and responsiveness, designed to keep up with constant movement while still feeling sharp enough for everyday wear.

Oyin’s affirmation: “My motto is simple: ‘Follow the feeling first, and make the things you wish existed.” 

BLESSING EWONA

Blessing Ewona is a DJ and community builder, creating space for women and marginalised groups within Nigeria's skate scene through her initiative, Dencity. For someone who goes from a skatepark session to a client meeting, she wears styles built for versatility, like the Roger Wildcard in Ivory and Evergreen. It's designed for all-day wear, offering stability and flexibility so she can transition thoughout the day without needing a shoe change.

Blessing’s affirmation: “The life motto I live by is creating spaces you wish existed and bringing people along with you when you do.”

TG OMORI 

If you’ve been paying attention to the visual side of Afrobeats, TG Omori’s work is already familiar, with a run of videos that have helped define how the scene looks right now, including collaborations with Burna. In the imagery, he is seen wearing the white Cloudmonster 1 and the Roger Clubhouse in White Ivory. 

TG’s affirmation: “I never really know what to say, I’d rather just show you.”

Check out all the imagery in the gallery above and shop the key sneakers throughout the article.