Ben Shelton of the U.S. reacts during the trophy presentation after losing the men's singles final against Germany's Alexander ZverevROBERT DEUTSCH
Ben Shelton is changing shoes, and the move says as much about the tennis sneaker business as it does about him. According to a Nov. 9 report from Jessica Schiffer’s Hard Court newsletter, the 24-year-old American has agreed to leave On for New Balance starting in 2027.
Other outlets such as Women’s Wear Daily, Hypebeast and Boardroom have all picked up the story the since. On confirmed to Hard Court that the partnership is ending. Neither New Balance nor Shelton’s agency has confirmed the new deal or its terms.
ALSO READ: Andre Agassi Delivers Harsh Jannik Sinner Verdict After Five-Set Roland Garros Exit
If the reported numbers hold, it would rank among the biggest shoe deals in tennis. More importantly, it signals where the sport’s footwear battle is headed: toward signature shoes, not just logos.
On’s first male star walks
On built its tennis identity on two names. Roger Federer gave the Swiss brand its credibility when he took an equity stake in 2019 and lent his name to The Roger Pro. Shelton gave it a future. In March 2023, he and Iga Swiatek became On’s first tennis signings, with Shelton the first man on the roster. He had just left New Balance.
Three and a half years later, he is one of the best players in the world. He reached the 2026 US Open final, where he lost to Alexander Zverev, and recently hired Juan Carlos Ferrero as his coach. On had a homegrown American star who was hitting his peak. Now it has let him walk.
The reported numbers
Hard Court reports that the New Balance deal is built heavily around performance. Shelton would get a $5 million base salary, plus another $5 million if he finishes the year in the top 10. Finishing as world No. 1 would trigger a $13 million bonus, bringing the deal to as much as $18 million a year. The bonuses work in both directions: his pay would reportedly be cut by 50% if he falls out of the top 10.
By comparison, his On deal was reportedly worth up to $2 million a year. Even the base salary alone is more than double that ceiling.
The shoe was the deal breaker
The money did not settle this; the shoe did. According to the report, a signature shoe was non-negotiable for Shelton. On never offered him one, and when New Balance made its bid, On reportedly chose not to use its right to match.
That is a striking choice for a brand that markets itself as a performance innovator. Shelton has spent his On years in customized versions of The Roger Pro, a shoe named after someone else. New Balance offered him his own.
Ben Shelton of the U.S. reacts during the trophy presentation after losing the men’s singles final against Germany’s Alexander ZverevROBERT DEUTSCH
New Balance is building America’s team
Shelton will be going back to a familiar brand. He wore New Balance before signing with On, and his return fits a clear strategy in Boston. Coco Gauff has been the brand’s signature tennis athlete since the Coco CG1 launched in 2022. Tommy Paul is also part of the stable.
With Shelton, New Balance would have three of the biggest names in American tennis and would be building its franchise around them with their own shoes.
That is the difference between the two approaches. On’s tennis business has mostly sold one silhouette with many faces. New Balance is betting that young fans want to buy their favorite player’s shoe, the way basketball fans have for decades.
On’s priorities are elsewhere
The timing makes On’s decision easier to understand, though not necessarily easier to defend. In September, Kylian MbappĂ© left Nike for On on a 10-year deal that includes cash and an equity stake. The deal launched On’s move into soccer, with Thierry Henry as director of football. A brand putting a superstar at the center of a whole new category may have decided an $18 million tennis contract was not worth matching.
The risk is that On’s tennis story now rests on a retired legend and a women’s world No. 1, with no American man to sell the product in its biggest growth market.
One last week in On
Shelton will wear On for the last time at the ATP Finals in Turin, which begin Nov. 15. If the reported deal is accurate, his next chapter starts in 2027 with his own name on the shoe.
Related: Why Mirka Tribute Broke Roger Federer At Tennis Hall Of Fame
This story was originally published by Lindy’s Sports on Nov 13, 2026, where it first appeared in the Other Sports section. Add Lindy’s Sports as a Preferred Source by clicking here.
O que achou dessa notĂcia? Deixe um comentĂĄrio abaixo e/ou compartilhe em suas redes sociais. Assim conseguiremos informar mais pessoas sobre o que acontece no mundo do tĂȘnis!
Convidamos vocĂȘ a clicar em PĂĄgina de Parceiros para conhecer os parceiros do TĂȘnis Portal e acessar seus sites.
Esta notĂcia foi originalmente publicada em: Fonte original