Ben Shelton has become the first major star to leave apparel brand On since its minority equity acquisition by French footballer Kylian Mbappe.

The American tennis player will reportedly leave the organisation – which counts Roger Federer among its investment group – for New Balance, according to Hard Court, which also touted the move during this year’s US Open.

The deal will begin in January and follows a flurry of major brand switches for sports stars, led by Mbappe’s ditching of Nike after a two-decade association for the Swiss-founded On.

On’s Shelton collection saw vests sell for £75, shorts for £85, shoes for £190 and other apparel ranging from £22 to £170.

But the Swiss athletic footwear and sportswear brand will maintain a strong presence in the sport, with the likes of Iga Swiatek and Flavio Cobolli remaining at the forefront of its on-court campaigns.

Shelton lost in the final of the Paris Masters on Sunday, in straight sets to Spaniard Carlos Alcaraz, but achieved his strongest Grand Slam result earlier this year when he reached the final of the US Open at Flushing Meadows. 

Shelton joining new brand roster

And at New Balance the 24-year-old will join the likes of long-time tennis buddy Coco Gauff, as well as baseball’s Shohei Ohtani and track athletes Sydney McLaughlin-Levrone and Femke Bol under the ambassador umbrella.

Elsewhere the US firm has deals with footballers Bukayo Saka, Sadio Mane and Harvey Elliott.

Tennis has seen much churn in recent years when it comes to athletes swapping one brand for another. Former British No1 Jack Draper ditched Nike for challenger brand Vuori but has spent much of his time with them off the court with injuries while Alex de Minaur swapped Asics for Wilson.

Shelton’s fellow Americans Frances Tiafoe and Taylor Fritz both left Nike in recent years, with Tiafoe heading to Lululemon and Fritz to Hugo Boss.