"The ‘Lights Out’ collection signals a transformative shift in tennis aesthetics, trading traditional country-club pastels for a dark, high-performance palette that captures the raw, kinetic energy of the modern power game."
As the US Open takes center stage in New York City, the intersection of professional sport and high-end athletic fashion has reached a new milestone through the collaboration between American tennis star Ben Shelton and the Swiss performance brand On. The debut of the "Lights Out" collection marks a significant evolution for both the athlete and the brand, moving beyond simple endorsement into the realm of co-design and creative partnership. This collection not only reflects the technical requirements of elite-level play but also challenges the long-standing visual conventions of the sport, offering a sophisticated, dark-toned alternative to the monochrome and pastel kits that have dominated the professional circuit for decades.
The New York Debut: Performance Under Pressure
The introduction of the "Lights Out" collection coincided with Ben Shelton’s opening-round match at the US Open against Tallon Griekspoor. The match itself served as a microcosm of Shelton’s burgeoning career: a display of resilience, raw power, and the ability to adapt under the bright lights of Arthur Ashe Stadium. After a difficult start in which he dropped the first set, the 23-year-old American found his rhythm, eventually securing a hard-fought four-set victory.
While the tennis world focused on Shelton’s signature 140-mph serves and his vocal intensity on the court, style observers were immediately drawn to his apparel. Departing from the bright whites and soft blues typically seen during the day sessions at Flushing Meadows, Shelton wore a mulberry-black ombré set. The kit’s deep, moody hues provided a sharp contrast to the blue hard courts, embodying the "Lights Out" theme—a nod to both the electric atmosphere of New York night matches and the definitive nature of a match-ending play.
The Evolution of the On and Ben Shelton Partnership
Ben Shelton officially joined the On roster as a brand ambassador in 2023, a move that signaled the Swiss company’s serious intentions within the global tennis market. On, a brand founded in Zurich in 2010, initially built its reputation on revolutionary running shoe technology, specifically its patented CloudTec cushioning. However, the brand’s trajectory shifted significantly when tennis legend Roger Federer joined as an investor and collaborator in 2019.
The "Lights Out" capsule represents the first time Shelton has taken a direct hand in the design process for the brand’s apparel. This collaboration follows his extensive work with On’s engineering team and Federer himself on the development of the Roger Pro 3, the high-performance tennis shoe Shelton utilizes in competition. By moving from footwear testing to apparel design, Shelton is following a path carved by the sport’s greatest icons, utilizing his personal style and on-court needs to influence the next generation of athletic gear.
Design Philosophy: Capturing Motion in Fabric
The core design philosophy of the "Lights Out" collection is the representation of movement. The centerpiece of the on-court kit—the Court Tank Swing and the 5" Court Shorts Swing—features a sweeping graphic that is not merely decorative. The lines and color transitions are intended to visually mimic the arc and velocity of a professional racket swing.
The choice of a mulberry and black colorway is a deliberate "swerve" from industry standards. For years, tennis fashion has been defined by "tennis whites" or "country club" palettes—pinks, mints, and light yellows. By opting for a darker, more aggressive gradient, On and Shelton are leaning into a "streetwear" influence that resonates with a younger, more diverse audience. This aesthetic choice reflects Shelton’s own personality: a mix of all-American confidence and a modern, global sensibility.
From a technical standpoint, the apparel is engineered with the Swiss precision On is known for. The fabrics are lightweight and moisture-wicking, designed to handle the oppressive humidity of a New York summer while maintaining the structural integrity required for a sport defined by lateral lunges and explosive vertical movements.
Technical Excellence: The Roger Pro 3
No discussion of the collection is complete without the Roger Pro 3, the footwear that anchors the "Lights Out" aesthetic. Priced at $220, the shoe is a masterclass in sports engineering. Tennis requires a unique combination of stability for side-to-side movement and cushioning for high-impact landings.
The Roger Pro 3 features a high-density foam midsole and a specialized Speedboard®—a carbon-fiber-infused plate that provides energy return during transitions. The "Black Ash" colorway of the shoe in this collection complements the mulberry apparel, creating a cohesive, "blackout" look from head to toe. This level of technical detail ensures that the style does not come at the expense of performance, a balance that is critical for a player of Shelton’s caliber who relies on explosive movement.
Beyond the Baseline: The Lifestyle Transition
One of the most significant trends in modern athletic branding is the blurring of the line between performance gear and lifestyle apparel. The "Lights Out" collection addresses this through a range of off-court pieces designed for "stunting" at the stadium or casual weekend wear.
The standout lifestyle piece is the Courtside Bomber, retailing at $350. The jacket features a mulberry-colored shiny body contrasted with black knit sleeves, bridging the gap between a classic varsity jacket and a modern technical warm-up. Complementing the bomber are the Courtside Pants ($150) and a terry quarter-zip, both of which utilize the collection’s signature mulberry tones.
This expansion into lifestyle pieces is a strategic move for On. As the brand continues to grow, it aims to capture the "tennis-core" market—a fashion movement where consumers wear tennis-inspired clothing regardless of whether they actually play the sport. The "Lights Out" off-court gear is sophisticated enough for high-end environments like the Arthur Ashe celebrity suites but comfortable enough for a casual urban setting.
The Strategic Importance for On
On’s decision to tap an American player like Ben Shelton for this collection is a calculated business move. While the brand has deep European roots and a strong association with the refined, classic image of Roger Federer, Shelton provides a gateway to a different demographic. He represents the future of American men’s tennis—dynamic, powerful, and culturally relevant.
By allowing Shelton to influence the design of the "Lights Out" capsule, On is positioning itself as a brand that listens to the athlete. This contrasts with the traditional "top-down" approach of larger competitors, where athletes often wear standardized kits designed months in advance by corporate teams. The result is a collection that feels authentic to the player, which in turn creates a stronger connection with the consumer.
Conclusion: A New Era of Tennis Style
The "Lights Out" collection is more than just a set of clothes for a major tournament; it is a statement of intent. For Ben Shelton, it is an assertion of his identity as a leader in the next generation of tennis stars. For On, it is proof that their "Swiss sensibility" can be successfully integrated with the high-energy, high-fashion demands of the American market.
As the US Open progresses, the sight of the mulberry-black ombré kit under the stadium lights will likely become one of the defining images of the tournament. In a sport often criticized for being too rigid or tied to its past, the collaboration between Shelton and On provides a refreshing glimpse into a future where performance, technology, and bold style are indistinguishable. Whether on the court during a high-stakes tiebreak or off the court in the streets of Manhattan, the "Lights Out" collection proves that tennis fashion has finally moved out of the shadows of tradition and into a bold new light.
