# Ben Shelton Rocks On's Latest US Open Gear
Ben Shelton steps onto the court at the US Open wearing On's new "Lights Out" collection, a kit engineered for elite tennis performance and street-style appeal. The American star's apparel represents the latest convergence of court-ready technology and lifestyle design that major sportswear brands now pursue as standard.
On, the Swiss athletic brand known for precision running footwear, has expanded aggressively into tennis apparel over the past two years. The Lights Out collection combines moisture-wicking synthetic fabrics with reflective accents designed for visibility during late-evening match play, a common fixture at the US Open in September when courts often host night sessions. The palette centers on dark colorways with strategic white and metallic detailing, a visual contrast that works both courtside and for casual wear.
The technical specifications address tennis-specific demands. Shelton's shorts and shirt feature engineered ventilation panels positioned at high-heat zones like the torso and underarms. The fabric composition uses a blend of polyester and elastane, standard in professional tennis wear, optimized for explosive lateral movements and serves that can exceed 120 mph. On integrated their signature Speedboard midsole technology into the footwear component, though most professional players wear court-specific shoes rather than road running models during matches.
The aesthetic appeal matters equally for brands competing in premium sportswear. The Lights Out branding on Shelton's gear serves as mobile advertising during CBS broadcasts of US Open coverage. Professional players function as ambassadors, and kit visibility translates directly to retail sales. On's investment in tennis sponsorships reflects a broader strategy to challenge Nike and Adidas in a segment where court-side fashion influences consumer purchasing decisions.
Shelton, ranked 21st globally and climbing after strong performances in 2024, represents an ideal brand partner for On. Young, American, and consistently visible in major tournaments, he embodies the lifestyle-athlete profile that attracts younger demographics to premium athletic brands. His on-court success legitimizes the technical claims On makes about performance wear, while his off-court presence drives cross-category interest from tennis spectators who consume lifestyle content.
The Lights Out collection retails between $80 for shorts and $120 for performance shirts, pricing that positions On at the premium tier alongside Nike and Adidas professional lines. The apparel drops in limited quantities, a scarcity strategy that heightens desirability and justifies the price point to consumers.
On's US Open activation reflects a calculated shift in tennis apparel strategy. Rather than spreading sponsorship dollars across multiple players and collections, brands now concentrate resources on statement kits designed for high-profile tournaments. The Lights Out collection will appear on Shelton throughout the tournament, generating consistent visual exposure across multiple matches. If Shelton advances deep into the draw, the brand's visibility compounds.
Tennis apparel has become a revenue driver for On alongside its core running business. Court partnerships with major tournaments create seasonal launch opportunities that drive retail cycles independent from traditional seasonal transitions. Shelton's presence in the Lights Out collection positions the American star as a central figure in On's tennis growth narrative heading into 2025.